November 17, 2020


USSEC launches new global marketing campaign



Last week, the US Soybean Export Council (USSEC) launched "Dare to Compare," a digital global marketing campaign that spotlights new research showing the value of US soy's nutritional profile, sustainability and refining characteristics.


"The world is becoming more data-driven, more fact-based and more high-tech," said Jim Sutter, CEO of USSEC. "It is high time that buyers of soy do the same thing.


"The USSEC team has been developing a strong, factual foundation that highlights the advantages of US soy in many areas - intrinsic factors such as the nutritional bundle, the average bean moisture and the oil value to a refiner as well as extrinsic factors such as the sustainability and the reliability of our export supply chain. This information is important for customers of US soy to know and understand so they can properly evaluate their choices as they make purchases to crush, feed livestock and fish or make soyfoods.


"With this campaign, we are showcasing these factors that make up the US Soy Advantage by encouraging folks to closely compare and make a decision based on facts and what adds the most value to their businesses all around the world.  I believe that as they do this, it will further differentiate and build a preference for US soy across industries."


Dare to Compare kicked off with the rollout of ads and materials focused on the nutritional profile of US soy.


Paul Burke, USSEC's senior director of US soy marketing, shared that this set of digital ads target those in the feed industry, animal nutritionists and ingredient buyers. These ads then drive users to a landing page where they can learn about how US soy can benefit their business, digging into a meta-analysis, learning about the soy nutrient value calculator and booking a meeting with a US soy representative.


While the campaign launched in English, it is being translated to key languages in USSEC's target markets.


In the coming weeks, the other two pillars of the campaign - sustainability and oil - will roll out. Dare to Compare is anticipated to run through February.


"We are creating this digital and virtual surround sound that will be visible on relevant media outlets, through social media channels and websites," Burke explained.


"Then each of our regional directors will drive the scope of the campaign within their regions. They have a menu of options they can select from, including an expert webinar series, small group meetings, one-on-one customer meetings, a Dare to Compare soy summit, paid advertising, media relations and more."