USSEC teamed with a soybean oil refinery to conduct a promotional campaign for soybean oil in the Mexican wholesale and distributor sectors.

The soybean oil refinery consumes about 900,000 metric tons of U.S. soybeans per year and recently launched a new brand, Victoria.  The new product is 100 percent soybean oil in a 900-milliliter bottle.  The refinery had begun promotional efforts focused on the wholesaler and distributor segment, determined that the Mexico City area would be the best region of the country to start its promotional efforts, and requested USSEC’s support.  The promotional campaign was carried out at the point of sale in wholesalers’ and distributors’ stores where promoters reached out to consumers and gave reasons why soybean oil is a better option than other edible oils sold at that store.
The campaign proved to be very successful with product sales increasing by 20 percent during the promotional period.  In addition, many consumers were informed about the benefits and advantages of soybean oil over other edible oils.