Marketing
The original slogan, which was discontinued in the 1990s, was "Mary Brown has the BEST LEGS IN TOWN!"
Mary Brown's now uses the slogans "Made Fresh from Scratch" and "100% Canadian" in their materials. "Crave Delicious" has become the brand's overriding tagline since mid-2019.[21]
"Made Fresh from Scratch" is a reflection of the brand's preparation methods, focusing on fresh rather than frozen chicken. Mary Brown's use the word "handcrafted" to express how they prepare their food.[22]
"Truly Canadian" was adopted as a slogan in 2017 to reflect the brand's heritage as a Newfoundland-founded, Canadian-owned business. Company materials note that the company is family-owned and operated by Canadians, and sells Canada Grade A chicken raised by Canadian farmers.[23]
Mary Brown's original logo was developed in the 1970s and updated in 2000.[24] In late 2017, the logo underwent a refresh as part of a more complete rebranding.
In April 2020, in the midst of the COVID-19 pandemic in Canada, Mary Brown's sponsored the temporary removal of all paywalls from Postmedia Network newspaper websites for the month.[25]
In October 2021, Mary Brown's acquired the naming rights to the Mile One Centre in St. John's, in a 10-year deal valued at $1.5 million.[26]
In May 2024, Mary Brown's started their operations in Pakistan by opening up two branches in the city of Lahore; branches are soon opening up in Karachi and Islamabad.[27][28]
