HUNGRY FOR TRUTH
Bridging the Gap Between Farmers and Consumers
At The Sampson House, we recognize that connecting consumers with the realities of modern agriculture requires more than facts, it demands trust, transparency, and relatable storytelling. Through Hungry for Truth, we’ve crafted campaigns that celebrate the people behind the fields, show the innovation in farming, and highlight the role soy plays in daily life. By combining data-driven insights with creative content, we make complex topics approachable, encourage meaningful dialogue, and help South Dakotans feel connected to the farmers and the food they rely on every day.
Overview
Hungry for Truth is an initiative of the South Dakota Soybean Research & Promotion Council, the soybean checkoff organization, designed to spark open and honest conversations about food between South Dakotans and the farmers who grow it. The goal: bridge the gap between consumers and agriculture by making farming relatable, approachable, and relevant to everyday life.
As a long-term partner since 2016, The Sampson House has been the lead agency driving Hungry for Truth’s content strategy and digital presence. Our role has gone beyond execution; we’ve helped shape the brand into a trusted source of information, lifestyle inspiration, and authentic storytelling.
Our strategy has centered on meeting audiences where they are with compelling, snackable content paired with in-depth storytelling. From quick-hit microcontent on Facebook and Instagram to long-form video series and blog features, every piece is designed to educate while entertaining. We bring consumers “onto the farm” through approachable narratives, highlighting not only the uses of soybeans but also the everyday lives of the farmers who grow them.
Scope of Work
Campaigns
Social Media Content Creation
Social Media Management
Collateral Design
Brand Photography
Blog Content Creation
Video Production
Microcontent Creation
Graphic Design
Creative Direction
Website Design & Development
Brand Ambassador Marketing
Paid Digital & Traditional Media Campaigns
Digital Strategy
SEO/Meta Strategy and Implementation
STRATEGY
Our approach is rooted in understanding both the audience and the story we want to tell. We leverage research and consumer insights to identify key opportunities for engagement, then translate those insights into content that resonates. Every tactic, from social media campaigns to long-form video and blog features, is designed to foster connection, spark conversation, and make agriculture approachable. By blending education with authentic storytelling, we ensure that Hungry for Truth doesn’t just inform—it inspires trust, curiosity, and ongoing dialogue between farmers and the communities they serve.
Farmer Features
Foodie Films
Social Media
RESULTS
Meaningful stories, measurable results. Increased audience engagement, expanded digital reach, and strengthened brand trust have helped Hungry for Truth bring South Dakotans closer to the farmers and the stories behind the food they rely on every day. Our fiscal year 2025 results speak for themselves:
Increase in Website Views Year Over Year
+57%
Increase in Facebook and Instagram Post Impressions Year Over Year
+106%
Increase in Organic Search Clicks Year Over Year
+84%
Related Work
Hungry for Truth Ambassador Program
Woods Fuller