A CALL FOR CELEBRATION IN A DIFFICULT YEAR.

Role: Creative DirectoR

In Partnership with Grant Weber

IT’S A FAMILIAR STORY: LIKE MANY OTHER BRANDS IN MARCH 2020, MARLOW’S TAVERN PIVOTED ITS ADVERTISING STRATEGY TO BE MORE EFFECTIVE IN A POST-PANDEMIC WORLD.

Marlow’s pillar-based advertising had to be revisited with guests no longer able to enjoy one of those pillars in person: the atmosphere and hangout spot magic of the tavern. So, we helped them pivot. Instead of a pillar-based campaign, we took an umbrella campaign approach that celebrated what was great about Marlow’s no matter where you enjoyed it.

Cheers to That is a warm, positive message with a clear connection to the values of Marlow’s Tavern. It celebrates the way guests feel about the tavern. And celebrates the way tavern employees feel about them. Simply put, it lets us celebrate just about anything in a time when we need a little more of that.

THE NEW UMBRELLA CAMPAIGN NEEDED to:

  • Be more emotional

  • Celebrate the little wins

  • Capture the Marlow’s feeling, regardless of location

  • “Have legs” as a successful concept for an unknowable length of time

LOOK AND FEEL

Cheers To That is modern, bold, and clean. Photography from previous photoshoots highlight world class hospitality, celebrating the little things, and a warm, relaxed atmosphere –– wherever it is.

Secondary Logo

The new logo included the classic M. from the Marlow’s logo as well as brand fonts. The design is stamp-like because it would be literally stamped on takeout bags and features a cheerful, burst element to lean on that celebratory feeling.

the Manifesto

Marlow’s Tavern is a Tavern dagnabbit! And a Tavern is a special place.  It is a place to eat and drink, yes… But more important, it is a place to gather! To sit and share in the company of friends. Old ones, new ones.  Big ones, small ones Green ones, blue ones.

As a Tavern, it is our calling is to uphold a certain spirit! To be positive, welcoming, uplifting and supportive. To be a place of yes when the world is saying no. To be a place of comfort when the going gets tough. Because a Tavern is a friend you can count on in good times, not so good times, and all kinds of times.

Marlow’s takes its calling as seriously as a Tavern can take things. Which is to say seriously, but never overly so. And so, we say to our guests and to the world at large:

We are Marlow’s Tavern. We are here to feed your cravings  and nourish your soul.

We are here for you. And we support you in any way we can.

Cheers to You.

and… Cheers to That!

Social Posts

Staff Shoutouts

Thirsty Thursdays

Community Outreach

Copy SaMpler


Ribs and Whiskey
in the Park? Cheers to That.

Ribs & Whiskey is coming soon. Big ol’ sticky fingered Cheers to That.

On our patio or in the park. No matter where you love your Marlow’s. Cheers to That.

New air filtration systems
in all our Taverns? Cheers to That!

HolidaY Season

When the holidays rolled around, the Cheers to That campaign was a perfect fit. We used the burst elements from the campaign logo to continue to look and fell in a refreshed way. Our boldly dark palette was switched out to the more festive Marlow’s red. We added in script type to add in that special occasion feeling.

Creative Considerations

Cheers To That is an overarching brand campaign that speaks across all Marlow’s core values, as well fit easily with promotions and community outreach. It allows us to instantly communicate some key Marlow’s brand values (warmth, hospitality, positivity) while simultaneously highlighting and celebrating tactical efforts.