Discover Soy

Soy is a versatile, nutritious ingredient, but a misunderstood one, especially in Europe. The U.S. Soybean Export Council (USSEC) set out to change that, and asked Allison Worldwide to share the real story about soy and its benefits with UK consumers, establish a credible educational foundation, and prepare the groundwork for expansion into wider European markets. The core insight was that perception of an unfamiliar ingredient has to be rebuilt through education before behaviour can change.

The agency built an integrated ecosystem designed to meet consumers at every point of discovery. At its centre was a new website offering clear, accessible education on soy's nutrition and everyday uses. Targeted social content turned key messages into simple, visually engaging posts and reels, while paid social and search amplified reach and connected the campaign with the audiences most ready for behaviour change. To encourage real-world adoption, curated mid-sized influencers co-created recipes and educational content that made soy feel fresh, easy to use and genuinely appetising.

The structure gave every channel a common destination, with organic social, paid media and influencer recipes all feeding back to the educational hub, and the choice of mid-sized creators kept the recipe content grounded in everyday cooking. The agency reports 1.3M people reached via paid social, 400k+ influencer content views, 64k+ website visits and 16k+ organic reach on Instagram. All information comes from Allison Worldwide's own case page, which reports no dates, no named influencers, and no engagement or conversion data beyond these reach and visit figures.