Insight: In commodity-driven categories, culinary authority and demonstrable deliciousness drive trial—farm-to-fork provenance matters most when consumers see real chefs achieving superior results.
Objective: Raise awareness and preference for high oleic soybean oil among home cooks and food pros in key soybean-growing markets (Ohio) and nationally on Instagram, linking product performance to tangible culinary outcomes.
Strategy: Leverage a credible regional chef with national visibility to model cooking applications that showcase the oil’s superior stability and flavor—translate technical benefits into appetizing, shareable food moments that motivate trial and retailer demand.
Execution: Partnered with Chef Chad Rosenthal (recent national competition winner on Bobby Flay’s television show) to produce Instagram-native content of his signature Motel Fried Chicken Sandwich cooked with high oleic soybean oil—short-form recipe videos, behind-the-scenes craft clips, and amplified paid and organic distribution targeted to Ohio and culinary audiences to drive impressions and engagement.
Impact: Elevated product profile in priority markets, generated earned buzz through chef credibility and shareable content, and created a performance-first narrative that encouraged trial among home cooks and foodservice partners.