Plan Your Oils Future: U.S. Soybean Growers Deliver Healthy Options to the Food Industry

Publication Date: 2009

Source: SO08 Silver Anvil Award
Product Code: 6BW-0909C04
Organization/Author/Firm: United Soybean Board,   SmithBucklin, / Publicis
Industry: Agriculture
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2009 Silver Anvil Award Winner – Marketing Business To Business – Other (Categories Not Elsewhere Defined)

USB, a farmer-led organization overseeing the investments of U.S. soybean growers, charged Publicis Consultants | PR to drive demand in the food industry for enhanced soy oil. Through tradeshow participation, speaking engagements, online communications, media relations and advertising, Publicis positioned USB as a long-term partner for trans fat solutions and other improvements and created a call to action to “plan your oils future today.” As a result, we reached key targets in the food industry, 90% of whom recognize USB as a resource. Trade advertising and online exposure increased. Most importantly, we helped stabilize soybean oil market share in 2007-2008.