HUNGRY FOR TRUTH
Everywhere You Look, Soy Tells a Different Story
Soy is one of the most widely used crops in agriculture, yet also one of the most misunderstood. Through the Soy-prisingly Everywhere campaign, we set out to challenge assumptions and reframe the narrative. Using campaign development, content creation, and media planning, we translated a complex agricultural topic into clearer, more relatable storytelling that helps audiences better understand the real role soy plays in modern food systems.
STRATEGY
Build Trust, Drive Curiosity.
How do you engage South Dakota consumers to care about soybeans? By showing them the everyday ways soybeans already play a role in their lives. This campaign was built to reinforce long-standing trust in South Dakota soybean farmers while encouraging consumers to engage more deeply with the products soy helps create.
To elevate engagement, we met audiences in unexpected places. High-impact out-of-home placements brought the message to life across the state, from billboards in key markets to semi-trucks traveling South Dakota interstates and rural roads. Digital and social content extended the experience further, creating multiple touchpoints that invited consumers to explore the surprising reach of soy in their everyday world.
Scope of Work
Campaign Conception
Photography
Video Production
Billboard Design
Semi-truck Wrap Design
Landing Page Design and Content Development
Social Media Management
Graphic Design
Paid Social Media Placement
SEO/Meta Strategy and Implementation
CREATIVE
Grown Here. Used Everywhere.
Our team developed a multi-channel campaign designed to spark curiosity, educate consumers, and reinforce the connection between South Dakotans and the farmers who grow their food. We brought the concept to life through compelling visual storytelling, pairing clean, modern design with a playful twist that made each soy-based product feel like a discovery.
From a high-impact campaign video and attention-grabbing billboards to truck wraps, print pieces, and a dedicated landing page, every element was built to scale across platforms and deliver a cohesive narrative. Social content and paid ads extended the reach even further, meeting consumers where they already spend time and driving them to explore the surprising world of soy.
ENGAGEMENT
More Than a Crop—Part of Daily Living.
By pairing education with thoughtful, engaging creative, the campaign transformed agriculture from an abstract concept into something tangible and familiar. It reframed soy not simply as a crop, but as an essential contributor to everyday products. Deepening understanding while strengthening the connection between South Dakotans, their farmers, and the impact of what’s grown locally.
Campaign Results
21,674,093
Paid media impressions
3,111
Landing page views
90,451
Miles driven by semi-trucks
98%
Video completion rate
106
Quiz completions
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