CHALLENGE: In 2007, the second largest food service distributor needed to prepare for the upcoming change from a publicly held corporation to a private company. The communications needed to explain who U.S. Foodservice is to both the customer and employee. The message also had to convey that the company's sole purpose and mission is to serve their customer by delivering value as opposed to "Here's what we can sell you."

SOLUTION: The tagline "Your Partner Beyond the Plate.®" brought forth the message: U.S. Foodservice's expertise and commitment to their customers' success goes beyond simply helping to put the highest-quality food on the plate. "Your Partner Beyond the Plate." also served as the Website theme throughout the design and messaging, creating a consistent look and feel that inspired a renewed sense of confidence in the company.