Georgia Pacific required an implementation strategy to differentiate its business-to-business brand. The concept that Georgia Pacific Food Service Solutions delivers "A Better Guest Experience" was adopted by management and deployed throughout the enterprise in service, sales and marketing. Georgia Pacific continues to successfully implement the strategy, and the business is gaining ground across the segment and the products and services are perceived as the premium offering. Major food service brands which focus on guest experience will choose Georgia Pacific for all front and back of house systems.

A complete brand program was developed in collaboration with marketing, sales and senior management. The creative platform articulated the concept using recognized food icons in the industry such as Pink's famous hot dogs in LA, which could advertise the GP systems as a competitive advantage to customers. Illustrating the pull through strategy in humorous visuals, making the point that details do make a big difference in successful operations.