Situation

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.

Objective

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

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.

• A message map dials in on Power of Soy Protein messages under four key pillars: consumer demand for plant-based protein; health and nutrition; versatility and function; and sustainability and supply.

• Key campaign messages are delivered to consumers and food industry professionals in a custom-decaled 24-foot event trailer and F-450 branded tow vehicle. The branded environment includes event flags and signage, a soy fact mural wall, and a soy product pantry display.

• Tour website landing page provides additional soy protein information and resources.

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.

6 tour stops at food companies and consumer events Over 600 attendees experience the tour activation 394,000+ impressions via activation experience and vehicle impressions