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Tyson Pizzatober pizza photography with beer.

Owning National Pizza Month

October is National Pizza Month, and Tyson Foodservice wanted to create a promotion that would effectively link its Hillshire Farm® brand with the festive occasion. We decided the best way to do that was with a unique and memorable theme name—complete with a hashtag to let everyone know “we own this thing.” #Pizzatober just sounded right from the word go, and the accompanying product photography we featured made it look even better.

Several promotional events were already built into the National Pizza Month holiday. So we tailored our marketing efforts to capitalize on each. For instance, we created a pairing guide for Pizza & Beer Day (Oct. 9th) and promoted a signature recipe for Sausage Pizza Day (Oct. 11th) via eblasts and paid social. We also created a downloadable toolkit to help operators plan a successful monthlong celebration of America’s favorite food.

Tyson Pizzatober landing page on laptop screen.Tyson Pizzatober social media toolkit.Tyson Pizzatober digital media on tablet screen.Tyson Pizzatober email series on phone screens.Tyson Pizzatober pairing guide top.Tyson Pizzatober pairing guide bottom.

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Orrington Farms Windmill Barn & Silo Scene

Orrington Farms Re-Brand

With low consumer awareness, small share and distribution in retail, and major brands playing in the same category, Orrington Farms needed a brand refresh and a campaign that would invite new customers to experience premium taste as pure as the farm.

Starting with their line of concentrated bases, we wanted to showcase the power of the brand not only as the start of homestyle savory soups but also a means of transforming ordinary recipes into make-again meals everyone will ask for. Revitalizing product packaging, updating the brand website, and creating a digital media campaign worked together to play up the farm-style heritage and flavor-enhancing ease of Orrington Farms products.

Orrington Farms Brand GuidelinesOrrington Farms Original LogoOrrington Farms Updated Logo

After focus grouping a number of new logo concepts with current customers, we discovered that the original Orrington Farms logo had significant consumer recognition and a high-level of brand trust. So, to maintain and build upon Orrington’s brand equity, the existing logo was updated. We started by refining the farm scene which included opening-up the windmill, barn and silo’s negative space, with both elements slightly shifted to sit properly against the scene’s horizon. The treeline was softened and simplified with the crop row’s strokes more unified in size and spacing. This, along with a beefier, more prominent type selection for the Orrington Farms moniker help the logo work harder on the shelf, more legible in smaller applications, with an overall cleaner presentation for a stronger brand presence.

Orrington Farms Concentrated Chicken Flavored Base JarOrrington Farms Concentrated Bases Jar Wall of ProductsOrrington Farms Turkey Flavored Gravy Mix JarOrrington Farms Gravy Mixes Product WallOrrington Farms Slow Cookers Tender Post Roast Seasoning PacketOrrington Farms Slow Cookers Tender Post Roast Seasoning Packet BottomOrrington Farms Slow Cookers Seasoning Packets Product WallOrrington Farms Meal Creations Red Thai Coconut Curry PouchOrrington Farms Meal Creations Red Thai Coconut Curry Pouch BottomOrrington Farms Meal Creations Products Pouches WallOrrington Farms Meal Creations Organics Beef Stew PacketOrrington Farms Meal Creations Organics Beef Stew Packet BottomOrrington Farms Meal Creations Organics Products Packets WallOrrington Farms Striped BackgroundOrrington Farms Sell Sheets Overhead Orrington Farms – So long! Sign Off Windmill Barn & Silo Scene

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All for the love of pizza. Gray background, featuring garlic parmesan wings, spaghetti and meatballs, and pesto chicken pizza.

Pizza Means Everything

“Pizza” might not be the first thing that comes to mind when you think of Tyson Foodservice. But the fact is, the company has a rather large share of the pie when it comes to overall toppings sold in the industry. And recognizing pizza as a prime opportunity for continued growth, Tyson Foodservice wanted to communicate its extensive offerings, solutions and category expertise to foodservice operators.

Marlin created a branding campaign that positioned Tyson Foodservice as a leading supplier not only of pizza toppings, but also of all the complementary offerings that round out a pizza operator’s menu. Our “All for the love of pizza” brochure featured gorgeous photography, insightful stats and a compelling message to let operators know we share their passion for doing great things with pizza.

Pizza SLP brochure on a dark gray background. Featuring multiple recipes.Pizza SLP digital ads on an ipad screen. Headlines read "All for the love of pizza."Sicillian Fundido dip recipe on a light gray textured background.Red peppers in a dish with a hand holding a serving tray with Fundido dip. Text reads, "thank you."

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Tyson National Chicken Month logo. September is made for deliciousness.

National Chicken Month? We got this.

When you’re one of the world’s largest poultry suppliers, National Chicken Month is kind of a big deal. So of course Tyson Foodservice wanted to give this occasion all the fanfare and festivity it deserved. We created our September is Made for Deliciousness campaign to help celebrate this beloved protein like never before.

Our primary goal was to keep foodservice operators entertained and engaged all month long. So, we developed an interactive webpage with some real stickiness baked in. By offering new content each week—complete with a product focus, recipe inspiration, rebate offer and interactive activity—we were able to generate excitement for National Chicken Month that went beyond just a few casual clicks.

The results? Tyson Foodservice was thrilled with the number of operator engagements on our promotional webpage. And we’re confident that patrons were thrilled as well—enjoying some tasty new chicken dishes served up in the participating restaurants.

Tyson National Chicken Month recipe inspiration pages.Tyson National Chicken Month Tender Dog photography.Tyson National Chicken Month Social Media Toolkit.Tyson National Chicken Month photography. Loaded boneless wings.Tyson National Chicken Month email examples on iphone screens.Tyson National Chicken Month photography. Breakfast chicken sandwich.

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Tyson Core Versatility feature image. Multiple recipes on a white marble background.

Versatility Has Never Tasted Better

It’s no secret that the COVID-19 pandemic took a heavy toll on the foodservice industry. Operators were faced with a whole new set of challenges, and suddenly the word “pivot” was top of mind for virtually everyone—including foodservice manufacturers.

Tyson Foodservice was quick to respond, and they enlisted us to help get the word out about how the Tyson Red Label® product line was already tailor-made for today’s leaner kitchen staffs, tighter food budgets and greater demand for takeout and delivery.

The approach was simple: use short, engaging videos to demonstrate the virtually unlimited recipe applications for core products within the Tyson Red Label® line. Promoted through paid and organic social media, these videos also drove operators to digital product booklets with more product info and recipe ideas. Pivot accomplished.

Tyson Core Versatility multi-page display of recipe videos.Tyson Core Versatility booklet covers. Featuring sliced and diced chicken breast, and boneless wings and nuggets.Tyson Core Versatility chicken sub and fry basket photography.Tyson Core Versatility partial images. Featuring the bottom of a basket and the top of brochure covers.Tyson Core Versatility Chicken Tender and Filet brochure covers.Tyson Core Versatility bottom portion of recipe pages..Tyson Core Versatility chicken tender recipe photography.

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Beans love working for you best. White text on a red graphic background.

Beans Love a Good Refresh

Bush’s Beans have always been doers, adding nutrition and protein with ease and yum factor. While that will never change, evolving the Beans Do campaign to reflect the brighter palettes and playfulness of the new retail campaign was in order. Keeping the functional spirit of “Beans Do [fill in the blank]” along with the desire to nurture and inspire foodservice operators, “Beans Love” allows Bush’s Best to communicate its platforms of support with feelings of warmth synonymous with the brand.

The approach to photography called for brighter pops of color with the propping, while making sure that the food still stood out the most. Sustainability and plant-based opportunities, the versatility of beans, and global inspiration drove new recipe development and photography as well as operator-focused tools including landing pages, tasty-style videos, and quick-tip build sheets. The global landing page also features resources specifically tailored to Colleges & Universities with promo calendar ideas and social media assets.

The Beans Love campaign exceeded expected click-through rates in digital media placements and garnered a large number of impressions. Brand unification across retail and foodservice channels (including updates on multiple existing assets) has invited operators into the warmth and supportive approach of the Bush’s brand that keeps their operational needs in mind.

Beans love pancake photography.Beans love digital examples on three tablet screens.Beans love magazine ad example on a yellow background.Beans love graphic type treatment in yellow on an orange background.Beans love sell sheets on a yellow graphic background.Beans love digital examples on smart phone screens with a white background.Beans love social ads on a multi-colored background.Beans love recipe guide on a white background.Beans love digital ads on a laptop screen with a yellow background.Blue Beans love tradeshow booth components.Beans love tradeshow banners on a red background.

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Tyson foodservice logo and tex that reads, "prep squad" on a blue background.

Your Own Personal Prep Squad

Tyson Foodservice understands what restaurant operators are up against today. Ongoing labor challenges. Heightened food safety concerns. And the prevailing need to “do more with less.” So they wanted to reach operators with a message that emphasized, “we’re ready to help.”

Marlin was ready to help, too. As we looked at Tyson Foodservice’s portfolio of ready-to-serve product solutions, we had a thought: it’s almost like the operator has a personal prep squad right there in the kitchen. And with that, help was indeed found. Our “Prep Squad” campaign was born.

Tyson foodservice prep squad help wanted poster.Tyson foodservice prep squad photograph of multiple plated recipes and Chef Kline.Tyson prep squad text with large knife, and brochure pages with cover.Multi page display of Tyson Foodservice prep squad examples.Tyson Foodservice prep squad stats on a photographic background with sliced chicken and a large knife.

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Blue background with yellow text that says "Beans love sips and dips." An image of a smoothie and a dip.

You Won’t Believe What Beans Can Do

Everyone knows Bush’s Best® Beans can complete a plate, but operators may not think about all of the surprising things beans can build—especially when it comes to snacks. With creative recipes that give operators new ways to use the beans they already buy, and further explore the snacking occasion, we whipped up the Sips and Dips campaign.

Seeing is believing (and in this case, mouthwatering), so we kicked it off with recipe development and a photoshoot featuring 20 smoothie and hummus recipes. To drive operators to the website and build excitement around beans, the recipes were featured on bushbeansfoodservice.com, in digital media, and became part of a trend-focused Flavor & The Menu article that was accompanied by a spread ad. Targeted emails and a recipe overview sheet helped communicate the flavor-trend opportunities with these simple, unexpected blends including the Sweet Heat Better Brownie Smoothie and Brown Sugar Bacon Hummus.

What did operators think about putting beans in smoothies? At Flavor Experience 2021, the Bush’s Best® team handed out Sips and Dips recipe booklets, insulated smoothie travel cups, and got rave reviews on all the samples, most especially the Sweet Heat Better Brownie Smoothie. And The Berry Boba Smoothie looked so darn good that the Bush’s retail agency asked to feature it on their social media feed. Admit it. You want to see what it’s like to sip on beans. Our advice? Grab a straw for a delicious bean smoothie (and some chips to go with all those dips).

An open brochure on a blue background with dip photography and text that says "Beans love the unexpected."The bottom portion of a brochure, and the top portion of a cell phone screen that says "Beans do sips and dips."Sips and Dips web page featured on a smart phone screen.Two recipe inspiration pages that feature drinks and dips.Purple Bean Smoothie featured on a blue tray with a blue background.Several digital ads on a laptop screen.Two blue insulated mugs with lids that say "Keep Beans Cool. Make a Smoothie."Stylized typography that says "Beans Love."Two table tents that feature Sweet Head Better Brownie Smoothie, and Salsa Verde Hummus.Bush's Sips and Dips recipe guide. Three printed ringed booklets that say "Sippable Dippable Ideas."

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The Pub® burger image on a table. Your next mouthwatering masterpiece is waiting to be made. Beef Rebrand.

An Eye-catching, Mouthwatering Beef Rebrand

There’s nothing we love more than really sinking our teeth into a rebranding. Especially when that rebranding happens to include a product we can literally sink our teeth into. Such was the case with our recent work with the Tyson Foodservice brand The Pub®. Because it’s so well known for providing operators with a delicious, premium product that they can build on, we dedicated ourselves to creating a logo and beef rebrand materials that would do that heritage justice.

Speaking of the logo, when we started work on revitalizing The Pub®, we wanted to modernize the logo while maintaining the sense of history and reliability that is so integral to the brand character. We reduced some of the older unnecessary elements and added a tagline to help the brand maintain its essence across all uses and materials. The updated photography captures the feel of a pub’s atmosphere and the brand colors were subtly worked into each setting as well.  We chose a new font pairing to give the brand a more contemporary feel that, much like a quality rug, really ties everything together. The expressive brush font was chosen to enhance the artistic “masterpiece” theme, and the sturdier san serif font helps ground everything.

In the end, we couldn’t be happier with how this mouthwatering beef rebrand turned out. We love the way all the different components came together with a fresh logo, eye-catching marketing materials, and some helpful brand guidelines to help place this wonderful brand and all of its products into a package that’s so vivid you can almost taste.

The Pub® Brand GuidelinesThe Pub® logo with white background, blue background, and yellow background examplesPoster with text that readys "We call it a masterpiece" and a burger imageThe bottom of a poster that reads "We can call it delicious"Digital ad examples. Displayed on the background as well as a laptop and cell phone.Food warmer and shelf dangler ad examples.Food warmer with display and shelf dangler. The top portion of a brochure.Thanks!

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Tyson Dark Meat – Feature Image Plated Chicken

Celebrating the Savory Side of Chicken

Dark meat chicken is a tender, juicy and flavorful option that is perfect for adding indulgent dishes on restaurant menus. But the fact is, people often perceive it as being undesirable compared to white meat chicken.

Marlin was challenged to change the way operators look at dark meat chicken and increase demand for Tyson Foodservice’s delicious new offerings. Simply gorgeous food photography and a message that celebrated the savory side of chicken worked in tandem to achieve the desired results.

Tyson Dark Meat – Recipe GuideTyson Dark Meat – PosterTyson Dark Meat – Poster ContinuedTyson Dark Meat – Recipe Inspiration GuideTyson Dark Meat – RebateTyson Dark Meat – Digital AdsTyson Dark Meat – Tyson On DemandTyson Dark Meat – Closing

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Tyson Organic Social Pages & Posts – Device Group Social Posts Examples

Standardizing Organic Social Success

Content is king, as the saying goes. And today, audiences want it more frequently across a variety of platforms. With Tyson Foodservice’s goal to be a trusted partner for operators, they wanted to provide their audience with organic social content that focuses on resources, insights, menu inspiration and more on a daily cadence. Not only was there a need for frequent posts, but also for a cohesive look and tone no matter the topic or feed it’s posted on.

Marlin knew we needed to build a process to help make it as efficient as possible to provide this consistent train of posts across Facebook, Instagram, LinkedIn, Twitter and YouTube. This led us to create an organic social media guide, creative templates and a routing template for Tyson Foodservice’s organic social efforts.​ We were able to develop one reference tool to house instructions on fonts, colors, sizing, photography and more. So now, anyone can quickly and confidently develop social posts that fit within the Tyson Foodservice brand.

Tyson Organic Social Pages & Posts – Style GuideTyson Organic Social Pages & Posts – Color PaletteTyson Organic Social Pages & Posts – Quote Posts & Recipe Video ExamplesTyson Organic Social Pages & Posts – Motion Video Requirements & Restrictions DiagramTyson Organic Social Pages & Posts – Social Post Examples

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Tyson Great Pizza Giveback cardboard pizza box city photography.

The Great Pizza Give Back

For many pizza operators, giving back is a passion that goes far beyond the walls of their establishments. Hillshire Farm® wanted to identify operators who are making a real difference in their communities—and then reward them with a chance to win a Grand Prize of up to $15,000 to carry out their philanthropic efforts.

Marlin helped launch The Great Pizza Give Back with an inspired stop-motion visual concept that demonstrated how Hillshire Farm® celebrates those who build more than pizza. The engaging “cardboard community” literally sprung to life in various social and digital executions to capture viewers’ attention and build excitement for the promotion.

Tyson Great Pizza Giveback sell sheet.Tyson Great Pizza Giveback emails.

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Tenderbroil® Beef Patties Rebrand Overhead Hamburger Image

A Beef Rebrand You Can Sink Your Teeth Into

Tyson Foodservice has so many great brands that last the test of time. Of course, the longer they’re around, the more likely they’ll need some updating from time to time. Luckily, refreshing brands is one of our favorite things to do. Tyson’s Tenderbroil® brand is well known for its great taste and reliable performance, so to match that well-earned reputation, a contemporary top-to-bottom rebrand was necessary. That’s right, we’re talking about a full beef rebrand; refreshed logo, a new brand style guide, and some eye-catching collateral for good measure.

As far as the logo, our task was to modernize it while maintaining the overall look, feel, and color palette. By removing the solid background and updating the container, we were able to create a fresh feel while keeping it recognizable to all its loyal customers. With the style guide, we were able to establish consistent fonts, colors, textures, and photography as well as a tone of voice that will extend out to all future messaging. The result? An excitingly modern — yet familiar — beef rebrand with an established style unifying all marketing materials. And maybe a tasty sample burger here or there. For research of course.

Tenderbroil® Patties Style Guide PagesTenderbroil® Patties Primary Logo & Mushroom Onion HamburgerTenderbroil® Patties Typography Bank Gothic DistressedTenderbroil® Patties Satisfy. Repeat. Hamburger PosterTenderbroil® Patties Color Palette & TexturesTenderbroil® Patties Ball Cap & Shipper BoxTenderbroil® Patties Brochure & Coleslaw Topped HamburgerTenderbroil® Patties Thanks

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Our Craft Inspired by Your Passion Hillshire Farms Pizza Toppings

Putting Pizza Under One Roof

When Tyson Foodservice decided to consolidate its many pizza offerings under a single name, one stood above all others: Hillshire Farm®. But our assignment went beyond simply announcing the transition to this iconic, 85-year-old brand. We were also challenged to position Hillshire Farm® as a means for operators to achieve a greater good in their communities through pizza.

With a transition hot sheet and an overall Hillshire Farm® brand brochure, phase one of our assignment is now complete. And phase two? Well, it’s currently in the pizza oven. Stay tuned.

Hillshire Farms Pizza Toppings BrochureHillshire Farms Pizza Toppings SandwichOur Craft Inspired by Your Passions Digital Ad CampaignHillshire Farms Pizza Toppings Soccer Team Pizza PartyHillshire Farms Pizza Toppings Hot SheetHillshire Farms Pizza Toppings Back of House Slicing Pizza

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Little Caesars

Grow! Grow!

Expanding with new restaurant locations during a global pandemic might seem like an unrealistic goal. But Little Caesars® is no ordinary pizza brand. And we weren’t about to give them just any old marketing plan, either.

Through a deep dive into the Little Caesars® franchise development business, and a test of 9 different creative executions, we were able to hone-in on messages that resonated with potential new franchisees. The result? Year-over-year growth of new openings in 2020.

Little Caesars Grow! Grow! IconsLittle Caesars Grow! Grow! Email & Social Posts

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Bush’s K-12 Program

K-12 Gets Extra Love from Duke

After launching a program focused on supporting restaurant operators in the midst of COVID-19 challenges, Bush’s wanted to extend similar support to the K-12 food community. We began by recognizing that from serving onsite meals to preparing take-home meals for families, K-12 lunchrooms are busier than ever.

For ease and the chance to offer timely updates, we created a landing page complete with segment-specific recipes and downloadable resources including a promotional calendar and social media support. Additional communication came in the form of emails and Duke-inspired merchandising kits. Duke also inspired a student-focused website to help make time at home a little more fun, featuring kid-friendly recipes, bean facts and fun activities.

Bush’s K-12 Recipes Web PageBush’s K-12 Sayings: Life is filled with surprises. Be as flexible as a spork. Happiness is the only thing that multiplies when you share it. — Albert Schweitzer. Make every moment as awesome as lunchtime.Bush’s K-12 Beans & Corn SaladBush’s K-12 CalendarBush’s K-12 Chili BeansBush’s K-12 Duke Knows Beans are Mighty Good PosterBush’s K-12 Duke the Dog MaskBush’s K-12 Duke’s Bean Breaks: Hi, I’m Duke — best friend to Jay Bush and spokesdog for Bush’s® Best Beans. Feel free to visit me anytime for fun, facts and recipes!Bush’s K-12 Duke’s Bean Breaks: Hi, I’m Duke — best friend to Jay Bush and spokesdog for Bush’s® Best Beans. Feel free to visit me anytime for fun, facts and recipes! Just Joking – Click for a laugh: How do you know when Duke is cold? He becomes a chili dog. Bean Beats: Draw some beans, vines or…Bush’s K-12 Play Bean Trivia GameBush’s K-12 Coloring PlacematsBush’s K-12 Graphic Beanisms

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Hidden Valley Ranch – Make Any Menu Item More Loved

Not Just Any Old Hug

There’s no denying the adoration people have for Hidden Valley Ranch®. In fact, it’s more of an outright obsession. So, Ventura Foods wanted to leverage this cult-like following to show operators how much of a difference the #1 brand can make on their tables.

To adequately convey this tangy love affair, we decided to go with the universal symbol for hugs and kisses: XOXO. Through digital executions and a campaign landing page, we encouraged operators to make their already loved menu items even more loved with Hidden Valley Ranch®.

Hidden Valley Ranch & Chicken Wings PhotoHidden Valley Ranch & Chicken Strips

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Plant-Based Nuggets, Tenders And Filets: Raised & Rooted

Planting a New Seed

The demand for plant-based protein offerings is, well, growing. By leaps and bounds. And Tyson Foodservice has entered the category with the introduction of its Raised & Rooted™ line of plant-based nuggets, tenders and filets.

We created a multifaceted campaign to communicate the product’s amazingly delicious flavor and unlimited menu versatility. From a box mailer that captured the attention of operators, to table tents that appealed directly to hungry flexitarians, we helped nurture the introduction of the Raised & Rooted™ brand in the foodservice segment.

Raised & Rooted Hot SheetRaised & Rooted Point-of-SaleRaised & Rooted Chicken Sandwich and Filets PhotoRaised & Rooted Digital Banner AdsRaised & Rooted Chicken Filet Threesome Overhead PhotoTyson Raised & Rooted Plants Made MeatierRaised & Rooted Direct Mail KitRaised & Rooted Magazine AdRaised & Rooted Burger Wrap Paper, Toothpick Flags, And NapkinsRaised & Rooted Chicken Sandwich

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Bush’s Good-To-Go Hero

Serving Much More Than Meals

The new normal has shifted to-go in foodservice from being a maybe to an absolute must have. To help operators, we worked with Bush’s to create a takeout program that could help establishments keep families in their community well-fed and business going.

Starting with bean-based recipes for family-sized meals and original recipes created in tandem with chefs who had been furloughed due to COVID-19, we created an email campaign, landing page, point-of-sale materials, and social media tools to help operators in these unique and challenging times.

Black Bean and Bacon NachosBush’s Good-To-Go Landing Page on Mobile PhoneSummer Cookout Shrimp and GritsBush’s Good-To-Go Operator PostersBush’s Good-To-Go InfographicTaco Fiesta Lasagna Family Meal

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Tyson Red Label Authentic Grilled Chicken

Grilled Gets Grillier

The Tyson Red Label® product line features value-added chicken offerings that save time and money for operators. Fully cooked grilled chicken filets and nuggets were already a hit, but some operators had a request: “can you make the grill marks even more pronounced?”

So Tyson Foodservice went to work in the kitchen, adding darker char marks on both sides of the chicken. Then we went to work as well, creating a hot sheet, rebate and digital ad executions that helped get the word out about the new hot-off-the-grill flavor and appeal.

Tyson Red Label Authentic Grilled Chicken Hot Sheet and RebateTyson Red Label Authentic Grilled Chicken Hot Sheet and Rebate Tyson Red Label Authentic Grilled Chicken Table Tent, Poster, Dangler, and Counter CardTyson Red Label Authentic Grilled Chicken SandwichTyson Red Label Authentic Grilled Chicken Nuggets in Fry BasketTyson Red Label Authentic Grilled Chicken Digital Banner Ads

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Part Beans. Part Beef. Bush’s Best Blended Burger Feature

Beans make everything better. Even burgers.

People love burgers. But burgers have a bit of baggage. So, what do you do? If you’re Bush’s, you see an opportunity. Combine beans with beef (along with mushrooms and salt) to create a one-of-a-kind Blended Burger.

We worked with Bush’s to launch this savory concoction with a full campaign including print, digital, a unique landing page, product video, promotions, and more. Part beans, part beef, part creative, part great client, all awesome work to help foodservice operators tempt the growing hungry hordes of flexitarians with a flavorful and juicy burger that’s more healthful with less calories and fat than a typical burger.

Bush’s Best Blended Burger and Coleslaw HeroBush’s Best Blended Burger Beef Cuts SteerPart Beans. Part Beef. Bush’s Best Blended Burger Magazine AdPart Beans. Part Beef. Bush’s Best Blended Burger Landing Page

Less Fat. Fewer Calories. All Delicious. Bush’s Best Blended Burger Table TentsBush’s Best Blended Guacamole and Pico de Gallo Burger Hero

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Mel-Fry Hero

Everything Is Better When It’s Mel-Fry’d

Mel-Fry believes that great food comes from great kitchens. The back-of-house works hard on a daily basis, so a product like Mel-Fry can lighten the workload for foodservice operators and employees. By using a high-oleic soybean oil which lasts longer than standard commodity oils, Mel-Fry can also reduce oil and packaging waste up to 50%.

The rebrand included a digital ad campaign, email series, and a new landing page with a video explaining Mel-Fry and its reasons to buy. The split visual effect throughout the campaign demonstrates fry quality, consistency, and why everything is better when it’s Mel-Fry’d.

Everything is Better When it’s Mel-Fry’dOverhead Chicken Wings in Fry Basket HeroOverhead Plated Buffalo Chicken WingsBack-of-House Mel-Fry Everything is Better When it’s Mel-Fry’d PosterOverhead Churros in Fry Basket HeroEverything Is Better When It’s Mel-Fry’d Landing Page Mel-Fry $250 Offer Landing PageOverhead Onion Rings in Fry Basket HeroOverhead Plated Onion Rings Hero

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Break the Internet with Breakfast Hero

Boost the Breakfast Feed

No, it’s not a glitch. It’s a 24/7 breakfast takeover. We worked with Tyson Foodservice to fill the social feeds with college students’ favorite breakfast moments. This campaign consisted of both Operator/Sales training components, and student-facing materials to encourage students to share how they do breakfast for a chance to win prizes. We provided universities with email assets, social media images and post samples to blast the breakfast momentum! As an added benefit, Tyson was able to gain helpful insights about how students are participating in the all-day-breakfast trend.

Break the Internet with Breakfast Sales Sheet

Break the Internet with Breakfast Toolkit

Break the Internet with Breakfast Instagram Post

Break the Internet with Breakfast Bacon & Egg Sandwich

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Runaway Grub Food Truck Service Side

Keep on Food Truckin’

In a fight, who wins between bread and waffles? Waffles every time. The minds behind Runaway Grub knew this and developed an entire food truck menu around it. Featuring breakfast and chicken sammies all wrapped in waffles, along with some unusual crunchy, always-tasty toppings, Runaway Grub tempts and satiates hungry filler-uppers exclusively at Sunoco-branded and -partner gas stations. Marlin was enlisted to develop the branding, food truck graphics, and messaging for this concept built around unexpected, possibly impossible combinations. 

Runaway Grub Brand GuidebookThe Runaway Grub Logo

Inspired by the one-of-kind flavor twists, the Runaway Grub logo takes an MC Escher-like turn. The surrounding typography is erratic and grungy, and the logo weaves into a winding backdrop creating an eye-catching visual that speaks to the creative culinary happening at this unexpected, yet downright delicious rolling restaurant.

Runaway: Anything that’s run away is a thing difficult to predict and nearly impossible to contain. With the twist of unexpected ingredients or combinations…The Runaway Grub Food Truck Three Quarter ViewThe Runaway Grub Food Truck Front ViewRunaway Grub Photography: Classic Chicken SandwichRunaway Grub Nashville Hot Chicken SandwichRunaway Grub Cold Brew & Hot Coffee CupsRunaway Grub Bacon & Fries Breakfast TacoRunaway Grub Breakfast Chicken SandwichGotham Type Specimen: Runaway Grub maximizes every possible unequivocally impossible juicy fried chicken sandwich.Comicrazy Specimen: Runaway Grub flavorists breakfast with exquisitely juicy waffle-wrapped meaty sandwiches.Stomper Specimen: Exceptive quick-fried crispy waffles are to juicy fresh-fried chicken what frothy fizzy foam is to great big bottles of birch beer.Runaway Grub Sticker / Applications TitleRunaway Grub T-shirt & Branded Plastic Cold CupRunaway Grub Facebook PageRunaway Grub Facebook PostsRunaway Grub Instagram PageRunaway Grub Instagram PostsRunaway Grub See Ya’round Signoff

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Yakima Chief Hops Boxing Cat Brewery This vs. That Cat Beer Battle Logo

Beer Flights Meet Cat Fights!

Yakima Chief Hops spotted an opportunity in China’s burgeoning craft beer market to highlight hops as the foundation to great craft beer flavor. With the recent investment in China’s Boxing Cat Brew Pub chain, Anheuser-Busch was the perfect partner to help lead a grassroots effort for educating a culture that has only known watery lagers.

The initiative to highlight hops had several tactics working together with a strategy to educate waitstaff through online training and patrons through on-premise promotions, events, table games, and a Boxing Cat Brewery mobile app.

Boxing Cat Brewery Logo Burst PosterBoxing Cat Brewery Hop & Brew School Landing Page

Converting customers from macros to craft starts by knowing what makes small batch craft beer better. Boxing Cat, China’s most celebrated craft brewery gets a user-authenticated online training portal built to train up the Boxing Cat staff to serve a better beer.

Boxing Cat Brewery Hop & Brew School Landing Page on a tablet

In support of a better trained staff and exceptional craft beer, the brew pub gets a rotating series of fight-like seasonal event and evergreen posters plastered from backwalls to bathrooms.

Boxing Cat Brewery This vs That Cat Promotion & Event Posters TiledBoxing Cat Brewery This vs That Cat Oktoberfest Event Poster TopBoxing Cat Brewery This vs That Cat Oktoberfest Event Poster BottomBoxing Cat Brewery This vs That Cat Beer Matchup Promo PosterBoxing Cat Brewery This vs That Cat The Challenger Beer of the Month Promo Poster TopBoxing Cat Brewery This vs That Cat The Challenger Beer of the Month Promo Poster BottomBoxing Cat Brewery Main Event Logo Burst PosterBoxing Cat Brewery Passport Mobile App iPhone Mockup

The Boxing Cat app engages customers at the restaurant and away with menuing from the tap to the kitchen, brew pub locations, LTOs, trivia contest giveaways, and a frequent drinker beer club.

Yakima Chief Hops Boxing Cat Brewery This vs. That Cat Beer Battle SelfieBoxing Cat Brewery This vs. That Cat Beer Coaster Hop Factoids

In an effort to educate a new generation of Chinese beer lovers, in-booth games such as trivia and coaster hop factoids drive to discounts and giveaways.

Yakima Chief Hops Boxing Cat Brewery This vs. That Cat Beer Battle Hop Headed T-shirt TopYakima Chief Hops Boxing Cat Brewery This vs. That Cat Beer Battle Hop Headed T-shirt BottomYakima Chief Hops Boxing Cat Brewery This vs. That Cat Beer Battle Tin Box Trivia CardsYakima Chief Hops DiceBoxing Cat Brewery This vs. That Cat Beer Battle Marlin Company Cheers! Signoff

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Starbucks Branded Solutions

Solving for Foodservice E-commerce

We designed the Starbucks Branded Solutions (SBS) platform to combine several Starbucks sites into one cohesive branded experience. As a comprehensive online tool, segmented for each of the different SBS account types (there are 8, in case you were wondering), it provides Starbucks brand portfolio information, Starbucks associate and operator training, and an e-commerce shopping platform for each of the different types of accounts.

To help SBS operators transition to the new site, we created a clear and thorough how-to video.

Starbucks Holiday 2017 Seasonal Drinks

We also developed a comprehensive style guide to ensure consistency in all seasonal and evergreen promotional opportunities that drive operator’s choices from inspiration to checkout.

Starbucks Branded Solutions Style GuideStarbucks Branded Solutions Icons

To make this lovely site lovely across all devices, we developed flexible templating content through band stacking to make it seamlessly responsive.

Starbucks Branded Solutions Banded TemplateStarbucks Branded Solutions Promo

Best of all, it’s worked. Really well. Starbucks has led the way in B2B e-commerce product fulfillment and continues to do so in a way that serves operators successfully for every sip and season.

Starbucks Branded Solutions Ecomm PromoStarbucks Branded Solutions Ecomm PromoStarbucks Branded Solutions Ecomm CheckoutStarbucks Branded Solutions Ecomm Suggested Selling

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Hillshire Farms Flavor That Says Sausage

Flavors that Make a Bold Statement

As the leading brand of smoked sausage in the US, Hillshire Farm® is known for its distinctive flavor and long-standing tradition of quality meats.

To help them roll out a new line of bold, on-trend sausages, we created a campaign that let the ingredients do all the talking. Flavors were highlighted in a big way to show operators that these new products speak to customer cravings.

Hillshire Farms Flavor That Says Sausage Table TentsHillshire Farms Flavor That Says Sausage 4 CheeseHillshire Farms Flavor That Says Sausage Sales SheetHillshire Farms Flavor That Says Sausage Red Chili CheeseHillshire Farms Flavor That Says Sausage Digital AdHillshire Farms Flavor That Says Sausage Red Chili

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Lay’s The Familiar Favorite

The One, The Only, The Always

LAY’S® is one of the most loved potato chip brands in the world and their flavors can go well with just about everything, anytime. Sometimes operators just need a little tasty reminder of that.

The crispy, flavorful chips are the best selling tools, so we packaged up four of the most-loved flavors and sent sample boxes wrapped with eye-catching colors and imagery, along with information on the power of the brand as well as a valuable offer available only online.

Lay’s Familiar Favorite Sampling BoxLay’s Familiar Favorite Sampling Box OpenLay’s Familiar Favorite Sampling Box InsertsLay’s Familiar Favorite Sampling Box Landing Page

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Jimmy Dean Stuffed Hash Browns

The Stuff(ed) Dreams Are Made Of

Sure hash browns are a staple of modern breakfasts, but is that all they could be? Should all that flavor be as portable as it is delicious? Jimmy Dean® sure thought so. They wanted to take that hearty, warm, good-morning feeling you get from a great hash brown and let customers take it with them anytime, anywhere. And they asked us to help them communicate this new foodservice offering to their customers.

So, the ask was pretty simple: Develop a foodservice campaign to launch these tasty, on-the-go options in a way that lets operators see all the potential stuffed in every product. So that’s exactly what we did with table tents, sell sheets, posters—you name it. We stuffed everything we could into the campaign. Sorry, we had to.

Jimmy Dean Stuffed Hash Browns Sales SheetJimmy Dean Stuffed Hash Browns PhotographyJimmy Dean Stuffed Hash Browns InstructionsJimmy Dean Stuffed Hash Browns Table Tent and Digital Ad

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Bush’s Hummus Made Easy Feature

Great Hummus. No Hassle.

Bush’s Best® mixed it up (literally & figuratively) by creating Classic Hummus Made Easy®—delicious hummus with traditional ingredients that only requires a quick trip to the blender and a can of garbanzo beans to complete.

To showcase the simple yet awesome nature of the hummus, all touchpoints communicated the superfast prep and astonishing flavor by keeping messages brief and the delicious possibilities front and center.

Bush’s Hummus Made Easy Landing pageBush’s Hummus Made Easy 3 Simple StepsBush’s Hummus Made Easy Magazine Spread AdBush’s Hummus Made Easy Sunshine HummusBush’s Hummus Made Easy Sampling KitBush’s Hummus Made Easy Pesto Hummus

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The Passion to Please

Between expanding government regulations, rising labor and food costs and always finicky students, school foodservice directors face a lot of challenges in the lunchroom. PepsiCo wanted to send a message that they get it—and can help.

If there’s one thing that keeps school foodservice directors motivated, it’s their passion for creating delicious meals that their kids will love. So we developed a brand campaign to let them know they have a partner in PepsiCo who shares their passion to please.


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Miss Vickie’s Made with love and care since 1987

Made with Love & Care

Miss Vickie’s® started in 1987 by a mother making kettle chips for her kids using ingredients fresh from the family farm. It’s a brand that truly started out of love and care and has grown into one of the most recognizable kettle chips in foodservice.

But the wonderful story and moral backbone of the brand was being forgotten. So, we worked with them (and the beautiful new packaging they’d just developed) to relaunch the Miss Vickie’s brand and remind everyone that the very best flavors are born from strong roots.

 

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PepsiCo Foodservice

When We Say Partner, You Say Pepsi

Everyone knows PepsiCo for its cola heritage, but there’s much more than soda going on behind the blue. There’s a massive portfolio of loved and leading brands, and even more than that, there’s a wealth of services and insights to help make sure that foodservice operators who work with PepsiCo can benefit from all that a global powerhouse has to offer. We developed a brand campaign and video to help audiences understand the many ways they can partner with PepsiCo Foodservice.

Designed by the PepsiCo Design & Innovation Studio, the PepsiCo Foodservice logo is the primary brand mark for their foodservice division. Marlin developed a comprehensive brand guidelines around the new identity that served as a wayfinder through the development of all internal and operator facing communications.

PepsiCo Foodservice LogoPepsiCo Foodservice Style GuidePepsiCo Foodservice Embroidered Logo & Moments That Matter AdPepsiCo Foodservice Lunch BunchPepsiCo Foodservice Ads & PepsiCo Partners WebsitePepsiCo Foodservice at National Restaurant Association TradeshowPepsiCo Foodservice Photography & Cola Splashed Cup

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noosa Foodservice Rollout

Named after a beach town in Australia and made on a farm in Colorado, noosa is a brand of super premium yoghurt (yep, with a fancy “h” and all). It gets its velvety smooth texture and ridiculously delicious flavor from 100% whole milk, a touch of honey and fresh fruit.

We were tasked to communicate all the adoration the brand already enjoys at retail to a new foodservice buyer. Our print and digital messages let operators know that this is no ordinary grab-n-go product—it’s grab-n-go-ohh!

Noosa General Sell Sheet Noosa General Blueberry Print Ad Noosa Mates Sell Sheet Noosa General Lemon Print AdNoosa Digital Ads

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The best seafood starts here

Starting From a Better Place

High Liner Foods’ commitment to outstanding seafood stretches from sea to table to tomorrow. Whether its haddock from frigid Icelandic waters or salmon from the depths off the coast of Chile, their goal is to provide the very best while sustaining fish populations and environments for generations to come.

To share and celebrate their unwavering principles, we showcased the global waters and succulent products they’re proud to source from and serve. Through print, digital, promotions, and more, we let foodservice operators know that no matter where great seafood starts, it comes from High Liner Foods.   

High Liner Foods Website Home High Liner Foods Website Recipes High Liner Foods Salmon High Liner Foods Website Training High Liner Foods Website Menuing High Liner Foods Guinness Shrimp High Liner Foods Website Products High Liner Foods Website High Liner Foods Sustainability High Liner Foods Print Materials High Liner Foods Digital Ads

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It’s Good to be The King

Nothing’s got more hot sauce cred than Frank’s RedHot® Sauce. It was the secret ingredient in the original Buffalo wings, and today it still puts up big numbers as the #1 hot sauce brand in America.

So the plan for a new site was clear: leverage the brand’s lead to help operators hone their own wing skills. The Frank’s RedHot® King of Wings program did just that—via promotions, recipes, tips, tools and a little old lady who brought her A game.

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Marlin Reinbeer Feature Image

What Reinbeer Are You?

Holiday parties are known to bring out the personality in even the most humbug of guests. When you mix a little holiday spirit with some holiday spirits, fun and funny things tend to happen.

From Dashale to Hefevixen, Rydolph to Blitzner, this suds-in-cheek holiday site let visitors find the Reinbeer that most matched their holiday party persona.

Marlin Reinbeer Email

Marlin Reinbeer Site

Marlin Reinbeer BlitznerMarlin Reinbeer DonlagerMarlin Reinbeer Ryedolph

Marlin Reinbeer Site Marlin Reinbeer Instagram Post

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bush_super_beans_feature_image

The Most Super of Super Foods

Bush’s Beans are more than a good food, they’re straight-up super. They’re packed with nutrients, they can act as a meat alternative, they can work in almost any cuisine and across the menu, morning to midnight.

This campaign for Bush’s helped draw attention to all the incredible things their beans can do for foodservice operators. With a mix of digital and print media, sales collateral, and event marketing, word got out—Bush’s beans are undoubtedly the most super of super foods.

Bush’s Super Beans BrochureBush’s Super Beans Brochure SpreadBush’s Super Beans Magazine Print Ad Bush’s Super Beans Website Landing Page Bush’s Super Beans Print Ads Bush Super Beans Tradeshow Banner

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Revolutionary Chili

It all began when our team of chefs went into the kitchen to develop chili recipes using Bush’s Best® Baked Beans. The results were so delicious that we had to share their work with the world. Through various print executions and an online landing page, we made it clear there’s a whole new way to enjoy Bush’s Best® Baked Beans.

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Breakfast Inspirator

The Most Important Meal

Breakfast is big. And it’s not just a morning thing anymore. With 3 top brands, The French’s Food Company wanted to share profitable ideas with operators. InspiredFlavor.com was born. This slick interactive tool is fully responsive across all devices and demonstrates the 24-hour-appeal of exciting new breakfast items offering full recipes and insightful videos. Stop by and prepare to look at breakfast in a whole new way.

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Can Do On Any Device

We launched bushbeansfoodservice.com late in 2012. The site exudes the brand’s Can Do ethos by demonstrating the litany of possibilities and culinary solutions which only Bush’s Beans can bring to a foodservice operation. Phone? Tablet? Real computer? Go ahead and take the site for a spin.

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Tazo Program Page Featured Image

Tazo Springs Digital

Refreshing teas from a recently refreshed Tazo® tea brand were the focus for Starbucks spring promotion. To launch this promotion, we leveraged our deep knowledge of the customer base and digital behaviors to create a standalone program page that allowed operators to get inspired by Tazo® tea recipes, peruse and order products, even request marketing support.

Tazo Tea Program Page

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Cause Momentum Mobile

Cause Momentum Beta Launch

CauseMomentum.org makes connections between people and partners of the Community Foundation of the Ozarks. Fifty-one nonprofit partners, such as libraries, eco organizations, clinics, arts groups and more, showcase their charitable projects online and ask for donations, raising money as well as visibility of worthy causes throughout the community.

Cause Momentum