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The New Yellow Bonnet Girl Icon

Yellow Bonnet Brand Development

Founded in 1865, the Springfield Grocer Company, now SGC Foodservice, stocked everything from ammunition to barb wire to clothing to school supplies. The evolution from small farmsteads to the urbanization of once smaller rural communities gave rise to the Yellow Bonnet brand.

In the early 20th century SGC began to focus on supplying small business operators with nearly everything needed to stock their stores and storerooms. SGC leveraged the demand by creating entirely ownable retail brands with Yellow Bonnet the most successful and most memorable.


Yellow Bonnet Brand Guidelines

The Yellow Bonnet brand was everywhere, and everywhere it appeared, so did the Yellow Bonnet girl. Match boxes, containers of syrup, bottles of grape juice, jars of salad dressing, coffee tins, cocoa labels, and on about any staple grocery item imaginable. Regionally, the brand was as recognizable as any national brand is today.

The different versions of the Yellow Bonnet Girl

The hallmark of the Yellow Bonnet brand is the beloved girl synonymous with it. Re-imagined and redrafted, her new look is confident, optimistic and determined, a clear departure away from the original demurred Yellow Bonnet Girl.

Simplifying the new Yellow Bonnet Girl rendering down to its most basic elements, she is transformed into something more contemporary while still holding true to the heritage she represents.

Yellow Bonnet Girl Original and UpdatedYellow Bonnet Primary Logo Falling Hamburger BunsYellow Bonnet Wide Logo Falling Hamburger BunsYellow Bonnet Falling Hamburger Buns Authentic Baked Goods PositioningYellow Bonnet Falling Toast Branded Corrugate BoxYellow Bonnet Falling Toast Blue HoodieYellow Bonnet Falling Toast Branded Box TruckYellow Bonnet Falling Toast Yellow ApronYellow Bonnet Falling Toast & Hot Dog Montserrat PangramYellow Bonnet Falling Hot Dog Manofik PangramYellow Bonnet Falling Hot Dogs ThanksYellow Bonnet Falling Hot Dog

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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 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,
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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.