Case Studies
Illinois Soybean Association
Situation:
In 1999, the food and beverage industries were abuzz with the news that the Food and Drug Administration was going to allow a health claim for products containing at least 6.25 grams of soy protein: "Diets low in saturated fat and cholesterol that include 25 grams of soy protein a day may reduce the risk of heart disease."
The Illinois Soybean Association wanted to capitalize on this announcement by promoting soy protein's health benefits to consumers and at industry events and scientific meetings.
Primary Goal:
Develop a campaign including collateral, promotional pieces, leave behinds, and direct mail touting the importance of soy protein to scientists, dietitians, foodservice directors, and consumers.
Marketing Solution:
We used a bold purple color and a casual tone in all the printed pieces to create a high-impact yet accessible look and message for the series. Among the pieces produced were a rolodex card, fact/recipe sheet for consumers, invitations, flyers, a menu planner, and the Lean on the Bean binder. Lean on the Bean was a comprehensive source of information for anyone interested in soybeans, from dietitians to consumers.
