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.

Minor's Foodservice Logo

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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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Minors foodservice campaign
Minors foodservice campaign
Minors foodservice campaign
Minors foodservice campaign

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.

Find out how to put solutions like this to work for you.

Locations In:

BENTONVILLE, Arkansas
BIRMINGHAM, Alabama
CHICAGO, Illinois
DALLAS, Texas

IRVINE, California
KANSAS CITY, Missouri
SPRINGFIELD, Missouri
ST. LOUIS, Missouri

For brands that are going places.

From daily coffee stops to weekend lunch capades to once-in-a-lifetime vacations, consumers are always on the go. Brands that meet them where they are with the products, services and experiences that delight will win. Marlin Network is a destinations marketing agency that understands where guests are going, what makes them stay and what brings them back for more.



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