HUNGRY FOR TRUTH

“Soy-prisingly Everywhere” Campaign

Soybeans are behind more of our everyday lives than most people realize. With the Soy-prisingly Everywhere campaign, we worked with Hungry for Truth to reveal a curated selection of unexpected and familiar products that rely on soy — from food staples to surprising household and industrial items. The goal: show how soy is woven into daily life in ways you’ve probably never thought about.

Explore the Landing Page

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

Hungry for Truth Soy Campaign Truck Wrap

hand holding phone with a Hungry for Truth instagram story mockup

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.