New Work: QuickChek 2016 Summer Campaign

September 15, 2016 at 3:54 pm


A leading fresh convenience retailer serving the Central New Jersey and Metro New York communities, QuickChek is known for fresh food, award-winning coffee, quality fuel and friendly people. Serving as their agency of record, Munroe Creative Partners develops strategic promotions and creative across all customer-facing touch points, including out-of-home, point-of-sale, digital and social media.

With a three-year history of celebrating the official start and close to summer (Memorial Day Weekend and Labor Day Weekend) with an irresistible sub offer, Munroe identified a significant opportunity to connect the two sub promotions with a larger campaign that could drive sales and build the brand simultaneously.

We set out to own the summer beginning with our overarching campaign mantra: “Summer Brought to You by QuickChek.” Leveraging traditional, digital, mobile app and social media, as well as the in-store experience, we positioned QuickChek’s fresh convenience, handcrafted subs, smoothies and more, as essential elements of summer.

To drive foot traffic and sales, while building brand awareness and engagement, especially among an increasingly important millennial customer profile, we developed special mobile app and digital promotions that spanned the 14-week period. These offers targeted our customers’ desire for personalized, app-based offers and loyalty rewards.

A custom microsite,, featured a giveaway offering prizes, fan favorite, signature and new menu recipes, and a fun “What kind of Smoothie Are You” quiz to playfully and authentically raise awareness of QuickChek’s handcrafted smoothie offering.

The campaign was a success, despite industry-wide declines in foot traffic and sales for Quick Service Restaurants (QSRs).

Click here to view the full case study.

New Work: QuickChek Balloon Festival

August 15, 2016 at 3:52 pm




A leading fresh convenience retailer serving the Central New Jersey and Metro New York communities, QuickChek is known for fresh and delicious subs, salads and sandwiches, award-winning coffee, quality fuel and friendly people. Serving as their agency of record, Munroe Creative Partners develops strategic promotions and creative across all customer-facing touch points, including out-of-home, point-of-sale, digital and social media.

Title sponsor of the QuickChek NJ Festival of Ballooning for more than 20 years, QuickChek tasked Munroe with extending their brand presence across the festival and creating opportunities for authentic engagement and interaction across social media

Munroe conceptualized a self-guided interactive photo scavenger hunt that engaged attendees in a playful way. Five QuickChek-branded “cut-outs” were designed and placed in high-traffic areas around the festival grounds. Attendees were enticed to take photographs with the cut-outs and share them on social media, which made them eligible to receive coupons for QuickChek products and entered them to win a $50 QuickChek gift card, driving additional traffic to stores after the festival.

This interactive element successfully increased QuickChek’s branding across the festival in a way that was authentic, while simultaneously supporting the brand pillars of quality, fresh, delicious food and commitment to community.

The festival cut-outs and scavenger hunt complemented the enhanced store and hospitality tent branding, which featured larger-than-life product photography and appetite-inducing directional messaging to help festival-goers navigate the QuickChek experience.

Click here to view the full case study.

M(u/o)nroe is influencing everyone!

May 18, 2016 at 9:54 am


As the unofficial mascot for Munroe Creative Partners, Marilyn Monroe serves as more than a reminder of our homophonic namesake. Her lasting popularity fittingly reflects the attributes of timeless branding, (along with Judy’s enduring belief that blondes have more fun!)

Monroe’s far-reaching impact is most recently evidenced by the forthcoming façade of Two Penn Plaza, a 32-floor office complex adjacent to Penn Station. The high-rise’s fresh facelift was inspired by a memorable moment from “The Seven Year Itch.” In the film, Monroe is famously portrayed in a billowing white dress, upheaved by the gust from a subway grate. In addition to adorning the walls of dorm rooms across America, that iconic depiction will soon be immortalized in curvaceous panels of glass that appear to defy the laws of gravity.

Just a 10-minute walk from our office in SoHo, the entryway is planned to be 85-feet high, with 65 feet extending into the sidewalk, giving Seventh Avenue onlookers endless opportunities to be astonished by the whimsical structure and reminded of its inspiration. CEO of Vornado Reality Trust and owner of Two Penn Plaza, Steve Roth, believes that his building’s new addition will not only serve as an entryway, but also a landmark, destined to “become world famous and a symbol of New York.”

Like the memory of Marilyn, we feel subtly honored by this development, which is evocative of our connections to the blonde beauty we celebrate and an industry we love—real estate. Munroe Creative Partners has been lucky enough to develop work on behalf of numerous architectural wonders, including Philadelphia’s 500 Walnut and 211 Mount Airy Road. Both buildings bare structural similarities to Two Penn Plaza, as they are largely composed of the same medium: Panels of gleaming glass. Somehow, it is the properties of glass that add immediate notoriety to these buildings. And if their esteemed positioning serves as any indicator, Two Penn Plaza is poised to influence real estate enthusiasts, Marilyn Monroe fans and, of course, Munroe Creative Partners, for many years to come!

New Work: General Building Contractor’s Association (GBCA) 125th Anniversary Campaign

December 7, 2015 at 11:38 am

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One of America’s oldest trade associations, General Building Contractors Association (GBCA), advances commercial construction in the Philadelphia region by serving as a powerful voice, an industry watchdog and a critical resource. GBCA provides proven advocacy, networking opportunities, safety services, and education and training programs for their 300+ member companies.

After a successful launch of their website, GBCA looked to Munroe Creative to help them find ways to leverage their 125th Anniversary to increase awareness of their organization in Philadelphia, as well as to boost membership.

In addition to creating a 125th Anniversary mark that seamlessly locked up with their existing logo, we developed a print and digital ad campaign featuring the names of GBCA members to celebrate those companies that helped the organization thrive for the past several decades. To support this campaign, we also developed a new tagline, “The Standard of Building Excellence,” which speaks to the high standard that both GBCA and their member companies have set for Philadelphia’s commercial contractors.

Our team worked closely with GBCA to put together a Philadelphia-centric media buy that included a diverse mix of radio, transit (bus wraps, bus shelters), outdoor (street banners), print and digital placements. Some guerilla tactics were also employed, including graphic wrapping of GBCA’s safety vehicle and branded coffee sleeves placed at heavily trafficked independent coffee shops throughout Center City, Philadelphia.

The GBCA celebratory anniversary campaign, supported by a strategic, localized media buy and new membership collateral, helped bring the organization to the next level and increase memberships for that year and beyond.

Nifty Shades of Munroe…

July 1, 2015 at 4:46 pm



New Work: GE Water & Process Technologies

June 23, 2015 at 9:22 am




Chances are, anyone unfamiliar with Thomas Edison’s greatest commercial enterprise, General Electric (GE), is quite literally living in the dark. Needless to say, when the global brand sought out a digital advertising solution from Munroe Creative Partners, we were electrified. What’s more, our joy bubbled over when we learned that beer was involved!

Aiming to share its ecological and economical brewing innovations with America’s fast-growing beer industry, GE Water & Process Technologies, a division of GE Power & Water, tasked us with creating an engaging message to target 150 of the nation’s largest breweries. While brand adherence was paramount, we also knew that our solution would need to be as fun and fresh as its targeted market.

After researching GE’s technology and deliberating over countless executions, we opted to create animated flash ads capitalizing on the multiplicity and sex appeal of America’s most loved alcoholic beverage. Our animation cycles through tantalizing photographs, depicting an assortment of beers served in appropriately distinct glassware. The messaging simply provides captions for each beer image and prompts potential customers to learn how “GE helps brewers brew more, by wasting less.”

By pairing such audience-appropriate imagery with recognizable brand attributes, we delivered a finished product that achieved our client’s objective of communicating the broad potential of GE Water & Process Technologies. Furthermore, in creating a visually irresistible solution, we surpassed expectations by proving that a traditional brand can be refreshingly appealing.

New Work: 500 Walnut

May 30, 2015 at 9:25 am


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Praised by The New York Times and Condé Nast Traveler as a world-class destination for shopping and traveling, Philadelphia is increasingly the place to call home. Anticipating the desirability of Philadelphia among high net worth individuals and professionals long before anyone else, Tom Scannapieco conceived of and built the city’s first truly ultra luxury residences, 1706 Rittenhouse. Now, on the heals of that tremendous success, Scannapieco Development has followed up with the introduction of 500 Walnut, a $180 million, 26-story condominium tower, poised at the threshold of history with a breathtaking views of Independence Hall.

Although occupancy is slated for Spring 2017, 500 Walnut is already revered as a crown jewel of Philadelphia’s residential landscape—and Munroe Creative Partners helped make it happen. Tasked with creating an identity as emblematic as the tower it would embody, we started with a logo. Its design was executed to harmoniously compliment the elegant and modern architectural renderings of 500 Walnut, as well as Scannapieco’s existing brand.

Guided by those same principles, we proceeded to develop messaging to inform the design of 500 Walnut’s website and the invitation for its interactive groundbreaking event. To do so, we identified the amenities that will set 500 Walnut apart, including its fully automated parking garage, sprawling tree top terrace and its location at “the beachfront of what is arguably the most sacred acre in the United States,” as asserted by Architect Cecil Baker. Using those attributes as the contextual foundation of our efforts to help drive condominium sales, we successfully engineered a responsive, user-friendly website, as well as an interactive event invitation with embedded video.

Immediately following the brand’s rollout, a wave of media and industry attention turned to 500 Walnut. Its exquisite finishes and unmatched privacy even led some to speculate that pop icons Beyoncé and Jay Z had purchased a 500 Walnut penthouse. While that rumor has been widely discredited, the Philly landmark-to-be is garnering interest from an unprecedented number of future residents who are attracted to the once-in-a-lifetime opportunity, not to mention the privacy, elegance and grace uniquely offered by 500 Walnut. In May, a full two years before the project is set to be completed, the property had already achieved over $80 million in sales!

New Work: Aria Health

April 24, 2015 at 9:05 am



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Aria Health is the largest healthcare provider in Northeast Philadelphia and adjacent Lower Bucks County. While an important part of the communities it serves, Aria is much more than a community hospital. The organization benefits from some of the nation’s health leaders, in specialties such as robotic surgery, cardiology, and orthopaedics, to name just a few.

In efforts to communicate its unique combination of leading-edge medicine and connection to the community, Aria chose Munroe Creative Partners to execute a range of external-facing communications. Leveraging Aria’s newly revamped brand as our jump-off point, we pushed the boundaries to develop an on-brand, yet original and streamlined advertising campaign.

Deliverables included a cohesive series of billboards, as well as two-sheets, transit banners, bus shelters, and bus and trolley wraps. Because ads were positioned in fast- moving, high-traffic environments, we knew that the campaign’s tonality needed to be straightforward enough to be processed quickly, but creative enough to stand apart from the competition.

Messaging included “WE TREAT PEOPLE not patients” and “We’re not just on your side WE’RE ON YOUR SIDE,” which resonated with viewers by offering emotional assertions, with slightly esoteric payoffs. To keep the messaging front and center, bold typography was heavily championed.

Together and apart, each component of this campaign simultaneously achieved Aria’s goals of heightening its brand presence and communicating its unmatched quality of care and personal attention.

New Work: J.G. Wentworth

March 24, 2015 at 6:05 pm

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If you’ve ever watched daytime network TV, chances are you’ve heard at least one of J.G. Wentworth’s infamously catchy, award-winning advertisement jingles. This past holiday season, the publicly traded company “jingled all the way” to Munroe Creative Partners in search of a creative solution that was just as stimulating.

Seeking to drive results for Q4, we were tasked with creating a Black Friday direct mail promotion that would incentivize prospective customers to call for more information. Understanding that our work had to be differentiated from the heaps of competing mail pieces delivered during the holidays, we knew we had to lower the barriers to entry as much as possible and make the promotion simply irresistible.

Working directly with our client, we landed on a colossal giveaway—with up to $750,000 in prizes. High impact prizes like big-screen TVs and game consoles tantalized the prospective customers, and were fittingly featured on an oversized die-cut tree, emulating an ideal assortment of holiday gifts.

In coordination with the high-impact imagery, the copy was bold, straightforward and actionable. In addition, we topped the “tree” with a star-shaped scratch-off game piece, to enable interactivity and build intrigue. Finally, we enclosed the piece in a transparent cellophane envelope, giving it a distinctive finishing touch.

While we were extremely pleased with the final creative, we were even more thrilled with the results. The 2014 holiday giveaway didn’t just build further upon a strong brand; it out-performed expectations, and even gained significant traction among historically challenging audience segments. In other words, it was a great way to close out the year!

New Work: One Washington Square

March 13, 2015 at 8:17 am

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When real estate investment firm, Rubenstein Partners acquired Philadelphia’s historic Penn Mutual Towers, it did so with eyes wide open. After all, the building had experienced a rough few years, including blows such as being in receivership, and losing major tenant Beneficial Bank. In addition, the 850,000 square-foot complex was tired and in desperate need of modernization.

Despite its obvious flaws, Rubenstein had the insight and creativity to see that the property had good bones and was ideally situated in a submarket that was quickly gaining momentum as one of the most exciting in Philadelphia. And with the capital needed to breathe new life into the property, Rubenstein immediately set to work modernizing the property’s systems, public spaces and common areas.

The firm reached out to Munroe Creative Partners for assistance marketing the property to brokers and prospective tenants. Munroe immediately understood the task: Create a brand that would strategically reposition the asset as the perfect opportunity for high-quality tenants.

Our client understood implicitly that successfully reimagining and rebranding the property starts with giving it a new identity. Together with Rubenstein, we developed the name “One Washington Square,” to boldly position the asset as the premier commercial offering on one of Philadelphia’s most loved historic squares. From there we developed a logo. Employing bold colors, contemporary typography and clean lines, the new logo elegantly nods to the three buildings that make up the commercial complex.

To complement the new identity, we developed a strategic position and tagline, “The One Place to Create Tomorrow,” communicating the proposition that One Washington Square uniquely offers and fosters the ideal environment to create and grow the businesses of tomorrow.

In addition, we developed a suite of materials to enable brokers to market the offering to potential tenants. Chief among these materials was a mobile-responsive website and full-size property brochure with pocket folder. Each of these collaterals utilized dramatic photography of the views and neighborhood, renderings of the modernizations, enhancements and investments, and individual templates of available floor plans.

The unified impact of the new name and identity, strong positioning statement and inspired marketing materials allowed us to succeed in our efforts to make the asset feel immediately fresh, modern and relevant to brokers and prospective tenants alike.