Insight: Museum visitors engage more deeply with tangible, visual narratives that trace product journeys from seed to market; context builds credibility for ingredient innovation.
Objective: Educate and inspire stakeholders about soy’s value chain and innovation potential, strengthening industry reputation and stakeholder buy‑in.
Strategy: Use a large‑format mural as an interpretive anchor that visualizes the soybean lifecycle and product applications, turning passive foot traffic into informed advocates.
Execution: Commissioned an educational mural mapping soybean progression, from cultivation through processing to end‑use, integrated with interpretive copy and QR links to deeper digital content for attendees and partners.
Insight: Ingredient stories gain traction when tied to everyday, trusted brands, co‑brand revelations surprise consumers, and reframe soy as a practical, sustainable input.
Objective: Increase awareness of soybean oil’s commercial applications and position soy as a sustainable, tech-enabled input for consumer products.
Strategy: Leverage unexpected product partnerships (e.g., Skechers) to demonstrate soy’s ubiquity and sustainability credentials, shifting perception from commodity crop to innovation feedstock.
Execution: Launched a co‑brand disclosure and content series revealing soybean oil’s use in Skechers shoes, owned and paid social, retailer PR, and point‑of‑sale materials that highlight performance and sustainability benefits and drive earned media.
Insight: Checkoff work is highly impactful but often invisible to farmers; peer validation and insider access convert skepticism into advocacy.
Objective: Increase awareness and pride among soybean growers about the United Soybean Board’s behind‑the‑scenes wins, turning farmers into informed champions and amplifiers of USB’s work.
Strategy: Create an invite‑only, farmer‑centric activation that surfaces USB’s supply‑chain achievements through credible storytelling and shareable assets, equip attendees to bring those stories home, and influence their peers.
Execution: Curated a Commodity Classic experiential activation that showcased USB successes via immersive demos, farmer-to-farmer panels, behind‑the‑scenes case studies, and a content toolkit (shareable video shorts, fact sheets, and social templates) so attendees could easily amplify messages within their networks.
Impact: Converted influential growers into vocal advocates, expanded peer-to-peer reach, and strengthened USB’s visibility and legitimacy within its primary stakeholder base.