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How We Helped Dietitians Become Advocates for Pulses
Case Study: USA PULSES
How We Helped Dietitians Become Advocates for Pulses
THE CHALLENGE
Make the pulse — chickpeas, lentils, dry peas and beans — the top recommended nutritious food source among influential dietitians.
THE INSIGHT
Consumers want simple, convenient food solutions they can trust to boost their overall wellness. Dietitians, many of whom are strong social influencers and media contributors, play the teacher role, guiding consumers toward the best possible options for their needs.
THE SOLUTION
In 2025, we turned influential Registered Dietitian Nutritionists (RDNs) into trusted pulse advocates, starting with meeting them where they are – at FNCE (Food & Nutrition Conference and Expo). Thousands of nutrition professionals learned the latest about pulses onsite, from new research to how pulses fit with GLP-1s, and everything in between. We built on the momentum by seeding media stories, partnering on trending social content, and also inviting top-tier RDNs to an immersive farm experience, equipping dietitians to champion pulses for years.
These efforts, combined with more than a decade of relationship building, partnerships, material support (webinars, toolkits) and beyond, have solidified Maxwell (and USA Pulses) as a go-to resource for nutrition professionals.
2025 RESULTS: NUTRITION ADVICE DOMINANCE
- Reached thousands of RDs with key messages
- 25-35 earned social posts resulting in 2.08M earned impressions from the immersion event
- 14.7M earned impressions
- Dozens of media mentions
“Maxwell is one of my favorite agencies to partner with because they are committed to building real relationships with dietitians, the true nutrition experts. I’ve had the pleasure of partnering with them on several activations, including the USA Pulses farm immersion which gave me a firsthand look at where pulses come from. That experience made my content that much more authentic and engaging for my audiences.”
– Mackenzie Burgess, RDN of Cheerful Choices