Middleby Refrigeration

SOCIAL MEDIA

Keeping Cool in the Commercial Kitchen and in the Market

Creating a unified, B2B social presence for two merged sub-brands.

Middleby Refrigeration is a powerhouse in commercial kitchen refrigeration, bringing together U-Line Commercial and Viking Commercial under one umbrella brand. These two sub-brands deliver premium refrigeration solutions for restaurants, hospitality venues, bars, healthcare facilities, and more, offering everything from wine preservation systems to undercounter refrigerators designed for high-performance environments.

THE ASK

THE APPROACH

THE RESULTS

Collage of Social Media Posts Made by Ocreative for Middleby Refrigeration

Establishing a Unified Social Presence for Commercial Refrigeration Brands

When Middleby Refrigeration was formed by merging the U-Line Commercial and Viking Commercial brands, their marketing team needed to introduce the new brand, create a clear visual identity, and educate target audiences without creating competition between the sub-brands. They wanted a strategic social media approach that would build brand awareness, strengthen industry credibility, and reach decision-makers in hospitality, food service, healthcare, and corporate settings.

Developing Consistent, Cross-Platform Messaging for Organic + Paid Campaigns

We started by securing consistent social media handles across Facebook, Instagram, LinkedIn, and Twitter to establish a professional, unified presence. We then developed a signature visual style and content framework that:

  • Highlighted the strengths and synergy between U-Line Commercial and Viking Commercial products.
  • Leveraged brand storytelling to explain how these two lines work together rather than compete.
  • Used expanded brand colors to create a dynamic, modern, and instantly recognizable feed.

We implemented a two-pronged strategy:

Organic Growth — A consistent posting cadence featuring product spotlights, industry education, installation inspiration, and client success stories to boost brand familiarity in algorithm-driven feeds.

Paid Social Campaigns — Highly targeted ads on LinkedIn and Meta platforms to reach interior designers, hospitality planners, restaurant/bar owners, and other B2B audiences. These ran across Facebook, Instagram, Messenger, and LinkedIn simultaneously for unified messaging at scale.

Close collaboration with the internal Middleby marketing team ensured brand alignment with the larger corporate vision while speaking directly to the needs of niche markets.

Blog Post Strategy by Ocreative

THE RESULTS

Middleby Refrigeration now has a polished, professional, and industry-specific social presence that reflects the quality of its products. The unified voice and visual style have:

  • Increased brand recognition and clarity across both sub-brands.
  • Improved engagement rates through content tailored to B2B decision-makers.
  • Established Middleby Refrigeration as a go-to resource for commercial refrigeration solutions across multiple industries.
Dozens of Social Media Posts Made for Middleby Refrigeration
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