After a longstanding campaign, “To The Craft”, an anthem campaign celebrating chefs and flavors, we were asked to refresh the Minor’s brand by exploring a new positioning. Needless to say, we were excited to jump in. We wanted their upgraded message to resonate with the pride culinarians have in every dish they serve, while establishing Minor’s as a go-to for flavor without compromise.

The finished product was an emotional and relatable campaign that celebrates culinary pride. We were able to communicate this through many touchpoints including a brand anthem video, print and digital ads, collateral, and a website update. 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.