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Winning a New Generation of Eaters
Case Study: USA PULSES
Inspiring Younger Generations to Add Pulses to Their Plates
THE CHALLENGE
"Pulses" is a food many consumers, particularly younger demographics, can't name, and don’t understand. Chickpeas, lentils, dry peas, and beans battle a myriad of misconceptions: too hard to cook, bland, tough on digestion. We set out to change that.
INSIGHT
Millennial and Gen Z eaters don’t get nutrition guidance from brands — they get it from the creators they follow. Instagram and TikTok are where they find recipes, food trends, and inspiration, making trusted influencers the most credible messengers for an unfamiliar category.
SOLUTION
We built a year-long ambassador program with high-profile food and nutrition influencers, who shared pulse-forward meal ideas — trending recipes, nutrition-boosting swaps, and easy hacks — spotlighting specific pulses like lentils while reinforcing the broader category. To deepen their credibility, we brought a large group of creators to the heart of pulse-growing country for farm and production tours, nutrition education, and pulse-centered meals — turning ambassadors into genuine advocates.
RESULTS
Gold Cascadia 2026 Award Winner!
- 6.4M impressions across the ambassador program, more than 6x the 1M KPI
- 8.5% combined average engagement rate
- 40 earned social posts, driving 2.5M potential earned social impressions
- Plus, hundreds of fan comments stating they planned to try the recipes – showcasing strong trial intent