Iowa Soybean Promotion Board

Our excellent relationships with the food media help get information to consumers

Magazine Food Editor Publicity
Many soy businesses and organizations were a part of the effort to get a health claim for soyfoods approved by the FDA, but none were working directly with magazine food editors to show how easy it is to add soyfoods to daily meals. We organized a special soyfoods luncheon in New York for a dozen magazine food editors and a presentation in Des Moines to the food and cookbook editors of Better Homes & Gardens.

The result – major features in key consumer magazines. The National Agricultural Marketing Association named the program Best In Show for a producer sponsored program - a prestigious award!

We integrate advertising with meaningful and targeted PR efforts

Soy Advertising
To support the roll-out in Southern California of a new soyfoods beverage designed especially for women, we created a supporting ad and PR program for the Iowa Soybean Promotion Board.

This ad ran in Sunset, San Diego magazine, Los Angeles magazine and the LA Times, along with radio commercials in LA and San Diego. We also media trained and guided the chair of the Promotion Board (a woman the same age as the target audience) for radio interviews in LA and San Francisco.

The ads and interviews offered a booklet of information about the benefits of soyfoods for women. More than 10,000 were requested and the Promotion Board had to open an additional 1 800 number to handle the requests.

A very special extension of the program was sponsorship of Dr. Andrew Weil as a speaker for a fund raiser of the Wellness Group, a cancer service organization.

We know that well thought out in-store programs can increase sales

Soy Retail Programs
We took the soyfoods health claim information right into stores, creating special promotions in Whole Foods Stores in the Midwest and in Florida.

Two leaflets, prepared by a registered dietitian specializing in soy foods, reached women and kids. The result – increased soyfoods sales in every store that participated in the promotions.