“Our industry tends to be very conservative and not highly creative when it comes to marketing. In the trade pubs, the ads are kind of catalog-like - a lot of stainless steel equipment and pictures of food processed in that equipment. We really wanted to step outside the box with this campaign. It really worked well for creating an almost movie-premiere type of engagement with people. The introduction of VERYX was a great success and everyone was thrilled with the launch and the campaign."