USSEC
Discover Soy
THE ASK
Soy is a versatile, nutritious ingredient — but a misunderstood one, especially in Europe. The U.S. Soybean Export (USSEC) set out to change that. Our job? Share the real story about soy and its benefits with UK consumers. Establish a credible educational foundation. And prepare the groundwork for expansion into wider European markets.
our RESPONSE
We built an integrated ecosystem to meet consumers at every point of discovery. At its centre was a new website offering clear, accessible education on soy’s nutrition and everyday uses. Targeted social content turned key messages into simple, visually engaging posts and reels.
Paid social and search amplified reach, ensuring we connected with audiences most ready for behaviour change. And to inspire real-world adoption, we partnered with curated mid-sized influencers to co-create recipes and educational content that made soy feel fresh, easy to use and genuinely appetising.
the RESULTS
1.3M
Reached via paid social campaign
400k+
Influencer content views
16k+
Organic reach on Instagram
64k+
