In the past year, the rage over trans fats has become white hot. Suddenly - and seemingly all at once - the largest fast-food chains were looking for alternatives. The United Soybean Board (USB) was pushing a soy-based alternative and looked to capitalize on the attention.
Strategy
The USB brought on Publicis Consultants PR to promote soy-based trans-fat solutions to the food industry. By encouraging the industry to try emerging soy oil trait enhancements when reformulating products, it hoped to get the ...