SoyFoam
Minnesota Soybean Research & Promotion Council is an elected board of 15 soybean farmers who oversee the investment of soybean checkoff dollars into new uses, new and existing markets, research, promotion and education to increase farmer profitability. They shared the idea of promoting the soy-based product and market opportunity with AMS, who is the long-term marketing communications team for the board.
For the video do we want a video that we used for the campaign or do we want to make a fun video showing all of the elements of the campaign?
The challenge
AMS Approach
The Minnesota Soybean Research & Promotion Council (MSR&PC) saw a market gap for PFAS, or "forever chemical" free firefighting foam, and seized the opportunity to build demand and address this challenge with soy-based SoyFoam. As of Oct. 1, 2024, firefighting foam containing PFAS were no longer permitted for Class A and Class B fire suppression. SoyFoam, created by Cross Plains Solutions, was a clear answer.
“Planting to protect: From Farm to Flame” was a statewide promotion that had county soybean boards donating five pails of SoyFoam to their local fire departments. Planning started with SoyFoam product and PFAS research, brainstorming the overall concept and implementing the campaign. AMS tapped into MSR&PC’s 44 organized soybean counties to promote the campaign and increase exposure of SoyFoam. The campaign launched March 12, 2025, with a press release and announcements on social media and in the MSR&PC electronic newsletter Minneline.
We would make a fun spread of ads or billboards or elements for this section.
Implementation
The “Planting to protect: From farm to flame” campaign was created to promote the product while providing education about its benefits. Promotional materials (handouts, promo items, stickers, postcards, etc.) Radio and billboard advertisements SoyFoam demonstration events (Soy Tech Day at Farmamerica and controlled burns) Podcast interviews YouTube videos Media promotion and press releases Soybean Business magazine ads, story spreads and a cover story Dedicated web page on mnsoybean.org The campaign used MSR&PC brand elements while keeping the campaign identity separate with a unique logo, graphics and marketing support pieces. With “Planting to protect: From farm to flame” gaining attention, other state soybean organizations reached out for guidance to implement a similar campaign.
Outcome
400+
buckets donated
250+
fire departments donated to
2,000+
gallons donated
76.2
mimmillion media impressions
99
earned media placements
Do a magazine spread here that alex makes
AMS Impact
As AMS we are an ag focused company that offers an array of experts who provided insight on the market of SoyFoam and the involvement of our client MSR&PC in the development of the product. We could look at the issue as a whole and using our expertise put together an effective campaign to promote this product. Our team has the large staff as well that were capable of developing this from technical experts to graphic designers, farmer connections, writing and copy editing skills and strategic planning.
