REQ developed and executed an integrated marketing campaign emphasizing that real sugar is grown, not made. We leveraged search, social, and display media, as well as TV and radio ads to produce content that changes perceptions of sugar from artificial to natural. After completing keyword research to learn how consumers look for information on sugar, we created paid search campaigns that improved rankings for informational keywords around sugar and sugar consumption.
We also ran native advertising where users actively look for information on food, including food publication, recipes, and cooking websites. Our video production team produced 15-30 second videos showcasing the farm-to-table process of how sugar is made.