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.

Play Video about Minor's Foodservice Video
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.


Physical offices in:
CHICAGO, Illinois

Virtual offices across the U.S. and Canada

We Build Connections

More than communications or culinary, we build connections. Today’s always-on, ever-changing foodservice universe makes it hard to connect all the right messages in all the right places. Marlin Connections offers the most comprehensive services in the industry, providing deep expertise and unmatched creativity across culinary, digital, content, media and analytics. We’re the only agency that pushes past media analytics and links marketing efforts to true sales conversion.

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