Minor's Brand Campaign
“To The Craft” is an anthem campaign that celebrates chefs and flavors. It brings to life the work that goes into creating signature flavors in an artful way and promotes Minor’s as being the go-to kitchen flavor companion.
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After a longstanding campaign, it was time to refresh the Minor’s brand and explore positioning that resonates with the pride culinarians have in every dish they serve.
The Point
Establish Minor’s as a Go-To for Flavor Without Compromise
Minor’s wanted to reach out to operators, inviting them to experience greater efficiency in their kitchens while remaining masterful in their craft.
The Plan
Create a More Emotional Campaign That Celebrates Culinary Pride
Increase awareness and connection by bringing a new campaign to life through a multitude of touchpoints including a brand anthem video, print and digital ads, collateral, and a website update.
The Idea
Connecting Their Passion for Creation to Our Own
Communicate to operators that Minor’s understands and appreciates what makes a culinarian a master of their craft by showing that we are as passionate about creating great food as those we support in every kitchen.
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The Payoff
Increased Awareness and Resonance
Overall awareness scores for the brand rose as a result of the campaign, as well as new energy in the chef community as seen by related social buzz.
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