Mary Brown’s doesn’t balk at the idea of a rebrand from tag franchise

 tag 3:23 pm on July 17, 2014
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Toronto, ON – Canadian-based franchise, Mary Brown’s Famous Chicken and Taters!, who operates over 100 locations across Canada, and is celebrating 45 years in business, recently received a complete brand re-engineering from the adlib group.

The entire process began with research across multiple provinces, to better understand the Guest experience and how Mary Brown’s is perceived in the marketplace, especially considering their heritage in Newfoundland and their continuous expansion across Canada. The key insights revealed through this research led us to a unique and ownable position in the saturated and competitive QSR landscape.

“The new Mary Brown’s brand look and feel focuses on its “down home” heritage with a family-friendly, welcoming, unpretentious and genuine experience at all touch points of the brand,” says Patti Laine, President of the adlib group. “The new ‘Honest to Goodness’ positioning perfectly sums up what Mary Brown’s is all about and informs the tone of voice as well as the visual expression of the overall brand.”

“the adlib group has been instrumental in working with us to take our brand to the next level,” says Shelley Berman, VP Marketing at Mary Brown’s.  “Our business has evolved significantly over the past few years, and all elements needed to better reflect where we are heading so that we could strategically leverage the essence of who we are and what makes us unique.”

Honest-to-Goodness-TVThe re-engineered Mary Brown’s was recently launched with an updated website, new in-store POP, new packaging, updated menu boards and refreshed photography that has a more authentic and natural appearance.  In addition, :30 second radio, three new television spots give the brand a whole new presence in the market.  To see how the Mary Brown’s brand has been re-engineered, including the new logo and tagline, TV and radio spots visit click here.



About the adlib group

the adlib group is a full service marketing communications agency, specializing in elevating clients’ brands. Our passion, focus and expertise are in franchise marketing communications continuously striving to elevate customer loyalty and continuous sales growth for our clients. We have proven experience in transforming franchise brands and managing results-based communications for franchise businesses.

For more information visit:

About Mary Brown’s

Mary Brown’s Famous Chicken and Taters! is the principle brand of Mary Brown’s Inc. (MBI), whose brands also include Mary’s Famous Chicken & Taters (International) and Mary’s Diner. MBI is a wholly owned and operated Canadian company with over 100 locations across Canada. The chain will continue to expand locally and globally under these brands.

For more information, visit


Media contact
Patti Laine
The Adlib Group

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