Mary Brown’s is showing it’s buds with those who make spuds, with a new campaign that champions Manitoba farmers. According to a news story by Christopher Lombardo for Strategy, the fast food restaurant brand is launching a full multimedia strategy, part of an effort to to compete with multinationals like Popeyes and the KFCs as it prepares to open its 200th store location.
The QSR’s campaign draws attention to a fourth generation potato farmer – and Mary Brown’s supplier – Lyndon Thiessen and the love and care he puts into his crops.
While being “local” is now table stakes, Jeff Barlow, Mary Brown’s VP of marketing, says Mary Brown’s goes beyond that, and that it’s important to highlight that its fries are hand cut and not frozen. According to Barlow, there are few in its competitive set that actually do this, as speed is the key consideration for most QSRs.
Source: Strategy. Read the full story here