USSEC

Soy is misunderstood in Europe. USSEC wanted to shift UK perceptions, positioning soy as a positive, practical ingredient while building a foundation for wider European expansion.

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The brief: Share the real story of soy. Build credible education. Create a scalable platform for growth.

We started with audience insight, understanding what UK consumers think and feel about soy, and where misconceptions sit. That shaped our core narrative: soy as a modern, flexible ingredient that supports health, taste and sustainability.

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Our strategy positioned USSEC as a trusted expert voice, used simple language to unpack nutrition and sustainability, and gave chefs, dietitians and creators space to advocate authentically.

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Our educational content hub delivered myth-busting articles, recipes and explainers that made soy familiar and approachable.

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To anchor the visual identity, we shot 15 recipe films in studio with a food photographer and stylist, building a library of high-quality content that could be repurposed across social, web and partner channels. We partnered with chefs and nutrition experts to demonstrate soy in everyday dishes through authentic storytelling, and used consistent visual and verbal cues to tie everything together.

1.3M people were reached via paid social, with 400k+ influencer views and 16k+ organic Instagram impressions. The website attracted 64k+ visits.

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USSEC now has a scalable, long-term platform to expand soy education across Europe.