Illinois Soybean Association Tour Unleashes the Power of Soy Protein
The Work
Research shows that 48% of consumers are actively looking for products labeled as “plant-based.” Additionally, the plant-plant-based protein market is anticipated to grow at a CAGR of 9.5% to reach $21.3 billion by 2027. Because soy contains all nine amino acids essential for human health (making it a complete protein source) and is the only plant protein backed by the FDA’s heart health claim, the Illinois Soybean Association (ISA) wants to drive awareness of soy’s benefit home with consumers and manufacturers.
The Challenge
Build awareness and strengthen relationships with key decision-makers at Illinois food manufacturers to encourage uses of soy as a plant-based protein ingredient within new product innovation. Secondly, raise awareness and understanding of the nutritional, functional and sustainability benefits of Illinois soybeans among consumers.
Approach
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The ISA team hits the road on a month-long tour visiting consumer packaged goods (CPG) food companies and consumers to share the Power of Soy Protein story.
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Messaging:
Four pillars focus on plant-based demand, health and nutrition, versatility and function, and sustainability and supply.
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Events:
A branded 24-foot trailer and F-450 engage audiences with soy facts, product displays, signage and event materials.
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Landing Page:
Tour website landing page provides additional soy protein information and resources.
The Soy Protein Food Truck
An eye-popping rolling billboard commands attention as it travels the state.
Live Brand Experiences
ISA staff and soybean farmers are on-site to speak with the target audience about the power of soy as an optimal plant-based protein option.Meanwhile, a video display loops key soy messages and a digital educational display features an interactive touch-screen soy protein IQ quiz.
Reference Guides
Tour brochure highlights soy’s full spectrum of benefits and is available for takeaway and to guide conversations on-site.
Attendee Feedback
“Thank you so much for coming today! Our team really enjoyed this activation. If you guys [ISA] would ever want to discuss a larger partnership with a co-branded menu item featuring tofu or another soy product, we’re all ears!”
– Food Company Marketing Manager
Results
The one-month experiential marketing tour travels across Illinois, raising awareness of soy’s nutritional, functional and sustainability benefits with food companies and consumers alike.
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7.6 MILLIONdigital impressions
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600k+social media engagements
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8,000website clicks from social media channels
