CHALLENGE: With the launch of the new brand, U.S. Foodservice needed to educate the culinary professional on their points of differentiation and why they are "Your Partner Beyond the Plate."

SOLUTION: To the creative chef, the menu is the canvas to their art. The menus used in these ads served as extremely eye-catching, refreshing visuals, with "offerings" that describe the unique services provided by U.S. Foodservice.