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Minus Forty breaks brand campaign

Minus Forty Technologies, a maker of commercial refrigeration products, has begun a new marketing campaign intended to raise awareness of the brand. Developed by Clever Samurai Marketing Communications of Toronto, the campaign focuses on the sales benefits of the company's glass-door display units. The initiative includes digital advertising, social media activities, public relations and content marketing.

"Merchandisers for frozen and refrigerated product need to do more than simply run," said Clever Samurai president Stuart Lewis. "They need to support retailers in selling more product through better displays, reliable performance and temperature integrity. Reliability simply isn't enough to meet the demands of conventional retailers who are competing with omni-channel giants. Food products need to be displayed in a manner that recognizes that people make choices with their eyes first, and their taste buds second."

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