Planting a New Seed
Marlin nurtures a new brand from Tyson Foodservice that offers a whole-new kind of protein: Raised & Rooted™ plant-based offerings.
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The demand for plant-based protein is, well, growing. By leaps and bounds. And Tyson Foodservice needed help introducing its new Raised & Rooted™ line of plant-based nuggets, tenders and filets to operators.
The Point
Introduce a retail brand to a new foodservice audience
Create a multifaceted campaign that reinforces the demand for plant-based protein and delivers the benefits of Raised & Rooted™ offerings.
The Plan
Keep a good thing growing
Leverage the brand’s existing look, feel and tonality from the retail channel and adapt the messaging to a foodservice audience.
The Idea
Show Where the Flavor is Rooted
Create beautiful product photography and messages that speak to the brand’s amazing similarity to real chicken.
Engaging patron-facing materials were developed to attract interest and drive impulse sales.
Direct mailer, hot sheet, microsite and selling deck all delivered the delicious news about Raised & Rooted™ offerings to operators.
Introductory hot sheet featured a blissful patron enjoying a bite to emphasize the product’s appetite appeal.
Engaging patron-facing materials were developed to attract interest and drive impulse sales.
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