CERTUS has a clear purpose – to validate and protect food production beyond a shadow of a doubt. To accomplish this, they put proven technology to work in a revolutionary new food safety system. To launch their brand, create product awareness, and inspire sales and customer loyalty, they called on Madak.

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CERTUS, a Toho USA company, was in the process of developing a first of its kind, in-house pathogen testing unit that would impact the way small- to mid-sized food producers orchestrated their internal food safety processes. Weeks before attending a national trade convention where CERTUS would launch the CERTUS System concept, Madak was commissioned to develop the company’s brand. Not only did we have to develop materials for the company, we also had to take a crash-course education on the product and the industry, in general, including relevant terminology and scientific definitions. This knowledge base was imperative for the development of the comprehensive brand strategy which would lead into the soft launch at the convention. As always, the Madak team was up for the challenge – so we rolled up our sleeves and dove into the world of food safety!


With the CERTUS System proving to be a complex instrument, it was imperative to develop a marketing approach that would simplify the product for the consumer. As such, Madak created the CERTUS tagline – Simple. Safe. Smart. This tagline was duplicated throughout all CERTUS branding efforts, bringing an element of clarity to a complex topic. The fully-functional website, product video, event collateral and large-scale public relations push all focused on elements of the system that were user-friendly and effective when brought in-house. Key messages were developed to reaffirm the Simple. Safe. Smart. branding effort, and were disseminated throughout social media and direct email marketing campaigns.

The CERTUS System showing at the national convention was executed with professionalism and Madak precision. The 10×20 booth was equipped with a flat screen monitor displaying the new, and graphically appealing, CERTUS System video; full-color brochures were available as takeaways; and large backdrops filled the space, allowing all passers-by their first peek at the CERTUS brand.


Madak has continued to enhance awareness of the CERTUS brand through media relations efforts and social media presence. In addition, we have provided expertise with regard to video development, website management, PowerPoint presentation creation, sales collateral, and Pay Per Click advertising.

It was our goal to position CERTUS as the leader of in-house pathogen testing within the food safety industry. Our hope from the beginning was to collaborate with the client, provide resolution to their immediate and ongoing needs, then have the ability to hand off all elements that required continual action. As CERTUS’s agency partner, we continue to work alongside them, taking measured steps to strengthen their internal processes and establish the longevity of the CERTUS brand.