For years, PBI-Dansensor had produced quality control and assurance equipment for a variety of industries around the world. But when they approached CBC for support, the company had decided to focus exclusively on the food industry – and they needed a new branding platform and visual identity to make their offering more, shall we say, appetizing.

As experts in a technology called Modified Atmosphere Packaging (MAP), PBI-Dansensor deals with fresh foods every day. And they’re known as extremely good listeners. Hence, CBC’s creative solution: an eye-catching, humorous concept built around the idea “if food could talk.”

Download the ads from the campaign here.


A telling tagline
The tagline, “Fresh thinking,” helped perfectly position PBI-Dansensor as an innovation and thought leader within MAP testing. “This was particularly important, since potential customers don’t just buy our products, but also our consulting expertise,” says Karsten Kejlhof, Sales & Marketing Director, PBI-Dansensor.

Consistent and integrated
Although PBI-Dansensor’s different subsidiaries had previously had great autonomy in implementing their marketing materials, developing a stronger brand required streamlining the overall messaging across geographic regions and media.

CBC recommended an integrated approach that combines both sales and awareness media and is based on the central communications concept. Creative work ranged from ads and direct mailings to internal launch elements and sales enablement materials, to website and exhibition design.

PBI-Dansensor headquarters are in Ringsted, Denmark, and the company has subsidiaries in France, Germany, Italy, Spain and the USA.

For more information, please contact Claus Leinøe at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.