Minnesota Soybean Research & Promotion Council

Minnesota Soybean Research & Promotion Council, through their soybean check off, is bridging the rapidly growing communication gap between farmers and the non-farm audience. The campaign, called The R.E.A.L. Story (Responsible, Ethical Agriculture for Life), shares personalized farm and family stories, conveying messages that farmers and consumers hold the same concerns for their families, communities, businesses and environment. A complete advertising campaign utilizing media outlets such as print, broadcast, out of home and online was implemented reach and connect with target audiences.