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

All Affinis products (SaniServ® machines, SECO select™ racks and cabinets, and the Parade Plastics™ line) are American made and superior to competitors' products in quality and durability.

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.