CASE STUDY #USPULSES: SUPER-CLEAN SUPERFOOD

CASE STUDY

#USPULSES: SUPER-CLEAN SUPERFOOD

CASE STUDY

#USPULSES: SUPER-CLEAN SUPERFOOD

THE CLIENT

AgriSource is Southeast Asia’s leading agribusiness and food services consultancy, representing the USA Dry Pea & Lentil Council and U.S. Dry Bean Council. PAPER & PAGE was tasked with developing markets for U.S. Pulses (legumes) in Thailand, Cambodia, Indonesia, Malaysia, the Philippines, Singapore, and Vietnam.

THE PROBLEM

The only problem is that pulses had little to no awareness in the target countries. Complicating matters, most regional languages do not differentiate between beans and nuts, representing a linguistic challenge. How do we promote a product that has no direct translation?

“AFTER GETTING THE AGRISOURCE CALL, I WAS ANXIOUS TO TELL [WITSUDA WOODRICH, CO-FOUNDER & DESIGN DIRECTOR] ICE ALL ABOUT THE ACCOUNT. TO MY SURPRISE, HER EXPRESSION WAS MORE EVEN-TEMPERED. FINALLY SHE ASKED, VERY MATTER-OF-FACTLY, ‘SO… HOW DO WE PROMOTE A PRODUCT THAT HAS NO DIRECT TRANSLATION?’”
– Robert Woodrich, Co-founder & CEO of PAPER & PAGE

But all was not lost. In researching the problem, PAPER & PAGE alsoidentified several useful trends — growing enthusiasm for healthy eating, vegan/vegetarianism, and eco-friendly diets among millennials and Gen Z-ers — “a rich soil for planting the seeds of our campaign.”

THE SOLUTION

PAPER & PAGE positioned U.S. Pulses as sustainable, healthy, and versatile. After incorporating a perception of U.S. quality, the campaign tagline emerged:#USPULSES: SUPER-CLEAN SUPERFOOD

Poster for the Super-clean Superfoods campaign showing cartoon legumes wearing superhero outfits with U.S. Pulses written at the bottom.

THE MESSAGE IS ONLY
AS GOOD AS THE MEDIUM.
Based on our consumer research, we focused our attention on Facebook as the ideal channel for the target audience and built an SEO-optimized website with content curated for Southeast Asian markets.

PAPER & PAGE then reached out to high-profile food & lifestyle
influencers/bloggers to collaborate on local content for leads
generation and backlink boosting to our regional website.

Screenshot of U.S. Pulses Facebook content featuring tomato and red bean salad.

Screenshot of U.S. Pulses Facebook content featuring buttercake garnished with red bean.

Screenshot of U.S. Pulses Facebook content featuring Asian-style bun and bean patties.

Vibrant Photoshoots to promote recipes from client
websites we curated and adjusted to reflect local flavors and
market availability.

Collage of three local recipes made with pulses.

How-to Recipe Videos with localized subtitles to drive
traffic back to our regional website.

Screenshot of cooking video showing ingredients needed for lentils banana muffins.

Cooking Event organized in collaboration with AgriSource, featuring
US Agriculture and Vietnamese-American celebrity chef and influencer Jack Lee.

chefjacklee.com

Screenshot of cooking video made in collaboration with American celebrity chef and influencer Jack Lee.

U.S. Pulses Facebook content featuring cartoon legumes on an iPhone X.

“LANGUAGE IS THE ROAD MAP
OF A CULTURE. IT TELLS YOU
WHERE ITS PEOPLE COME FROM
AND WHERE THEY ARE GOING.”
– Rita Mae Brown, American novelist

There are no shortcuts to engaging different
audiences – you have to speak their language.
PAPER & PAGE employed a translation plugin to
localize the regional website and optimize for SEO in
different countries. This technical solution was further
refined by our roster of gifted translators.

TOOLS & METHODS

SOCIAL MEDIA
MARKETING

WORDPRESS
WEBSITE DESIGN
& DEVELOPMENT

SEARCH ENGINE
OPTIMIZATION (SEO)

INFLUENCER MARKETING / CONTENT CREATION /
GRAPHIC DESIGN & PHOTOGRAPHY / LOCALIZATION & TRANSLATION

THE RESULT

OUR WEBSITE, SOCIAL CHANNELS, AND PR ACTIVITY
HAVE HELPED REACH OVER A MILLION POTENTIAL
CUSTOMERS ACROSS SOUTHEAST ASIA.

“PAPER & PAGE CONTINUES TO
DELIVER RESULTS YEAR AFTER YEAR.
We’re so pleased to have partnered with them
on this long-term account.”

JOEL WOODWARD
ASEAN REGIONAL REPRESENTATIVE
USA DRY PEA & LENTIL COUNCIL
U.S. DRY BEAN COUNCIL

ACCOLADES

We don’t do it for the awards, but it helps. For this campaign, we won the Public Relations &
Communications Southeast Asia award for “Best Not-for-Profit and Charity Campaign”
and were shortlisted for a PRovoke 2020 Asia-Pacific SABRE award.

OUR WORK

SEE OTHER CASE STUDIES

CASE STUDY

#USPULSES: SUPER-CLEAN SUPERFOOD

THE CLIENT

AgriSource
AgriSource is Southeast Asia’s leading agribusiness and food services consultancy, representing the USA Dry Pea & Lentil Council and U.S. Dry Bean Council. PAPER & PAGE was tasked with developing markets for U.S. Pulses (legumes) in Thailand, Cambodia, Indonesia, Malaysia, the Philippines, Singapore, and Vietnam.

THE PROBLEM

“AFTER GETTING THE AGRISOURCE CALL, I WAS ANXIOUS TO TELL [WITSUDA WOODRICH, CO-FOUNDER & DESIGN DIRECTOR] ICE ALL ABOUT THE ACCOUNT. TO MY SURPRISE, HER EXPRESSION WAS MORE EVEN-TEMPERED. FINALLY SHE ASKED, VERY MATTER-OF-FACTLY,‘SO… HOW DO WE PROMOTE A PRODUCT THAT HAS NO DIRECT TRANSLATION?’”

But all was not lost. In researching the problem, PAPER & PAGE alsoidentified several useful trends — growing enthusiasm for healthy eating, vegan/vegetarianism, and eco-friendly diets among millennials and Gen Z-ers —
A RICH SOIL FOR PLANTING THE SEEDS OF OUR CAMPAIGN.

THE SOLUTION

PAPER & PAGE positioned U.S. Pulses as sustainable, healthy, and versatile. After incorporating a perception of U.S. quality, the campaign tagline emerged:
#USPULSES: SUPER-CLEAN SUPERFOOD

THE MESSAGE IS ONLY AS GOOD AS THE MEDIUM. Based on our consumer research, we focused our attention on Facebook as the ideal channel for the target audience and built an SEO-optimized website with content curated for Southeast Asian markets.

PAPER & PAGE then reached out to high-profile food & lifestyle influencers/bloggers to collaborate on local content for leads generation and backlink boosting to our regional website.

Vibrant Photoshoots to promote recipes from client websites we curated and adjusted to reflect local flavors and market availability.

How-to Recipe Videos with localized subtitles to drive traffic back to our regional website.

Cooking Event organized in collaboration with Agrisource, featuring US Agriculture and Vietnamese-American celebrity chef and influencer Jack Lee.

chefjacklee.com

“LANGUAGE IS THE ROAD MAP
OF A CULTURE. IT TELLS YOU
WHERE ITS PEOPLE COME FROM
AND WHERE THEY ARE GOING.”
– Rita Mae Brown, American novelist.

There are no shortcuts to engaging different
audiences – you have to speak their language.
PAPER & PAGE employed the translation plugin to
localize the regional website and optimize for SEO in
different countries. This technical solution was further
refined by our roster of gifted translators.

TOOLS & METHODS

SOCIAL MEDIA
MARKETING

WORDPRESS
WEBSITE DESIGN
AND DEVELOPMENT

SEARCH ENGINE
OPTIMIZATION (SEO)

INFLUENCER MARKETING /
CONTENT CREATION /
GRAPHIC DESIGN & PHOTOGRAPHY /
LOCALIZATION & TRANSLATION

THE RESULT

OUR WEBSITE, SOCIAL CHANNELS AND PR ACTIVITY HAVE HELPED REACH OVER A MILLION POTENTIAL CUSTOMERS ACROSS SOUTHEAST ASIA.

“PAPER & PAGE CONTINUES TO
DELIVER RESULTS YEAR AFTER YEAR.
We’re so pleased to have partnered with them
on this long-term account.”

JOEL WOODWARD
ASEAN REGIONAL REPRESENTATIVE
USA DRY PEA & LENTIL COUNCIL
U.S. DRY BEAN COUNCIL

ACCOLADES

We don’t do it for the awards, but it helps. For this campaign,
we won the Public Relations & Communications
Southeast Asia award for “Best not-for-profit and
Charity Campaign” and were shortlisted for a
PRovoke 2020 Asia-Pacific SABRE award.