In 2006, the Affinis® Group began acquiring additional companies. To define their marketing plan, they enlisted the help of the Butler Business Accelerator. With a new strategy in-hand, they asked our team to refine their family of foodservice equipment brands.

All Affinis products (SaniServ® machines, SECO select™ racks and cabinets, and the Parade Plastics™ line) are American made. To convey the superior quality of Affinis® products and appeal to their customers’ patriotism, we focused on the alliteration of Affinis + American. We developed a strong, star-like logo and a red, white and blue ad campaign. Ad copy and the tagline Buy Affinis. Buy American. further expanded on the Affinis’ unique selling proposition.

The SaniServ™ line of ice cream, shake and frozen drink machines needed a new campaign to revive the market’s perception of its products. The existing SaniServ tagline was supplemented with a new campaign slogan: Taking Care of Everything Under the Cherry since 1929™. This headline highlights SaniServ’s history and service.

The logo, formerly flat type, was rendered with red and stainless steel to communicate 1950's nostalgia and quality. In the ad series, a shake, soft serve cone, and margarita are illustrated with text, telling the brand story.

In 2008, we created the brand name Parade Plastics. A new tagline Marching Ahead™ communicates the company’s commitment to state-of-the-art technology. We designed a fun, friendly logo with letterforms reminiscent of stacked plates, cups and bowls. A green palette was used since the products are safe for consumers and the environment.

For the SECO select™ line, we needed to communicate value and convince customers to pay more for a SECO Select product.

We developed a new logo and tagline Test our Metal™. Both brand elements convey strength, quality and durability. The corresponding ad campaign and direct mail pieces juxstapose strength with humor (i.e. the headline Nice Rack), and the products are displayed proudly and prominently on each piece.

The brand family is fresh, cohesive, and has been well received by Affinis, its distributors and customers. In 2009, new web sites were created for all three product lines and the parent company.

Launch Parade Plastics Site
Launch SaniServ Site
Launch SECO Select Site
Launch Affinis Site