Ingredion: Delightfully balanced

Objective

Ingredion supplies ingredients to the people who make the food we buy in the supermarket. These food manufacturers need to make their products delicious and healthy while still making a profit. That’s a difficult balance to strike. Ingredion needed to show how its expertise makes it ideally placed to offer consultancy in food product formulation, helping manufacturers create the perfect balance of ingredients to achieve their aims.

Solution

The “Delightfully balanced” food campaign was created to demonstrate Ingredion’s mastery in helping create delicious, healthy food that still makes a profit. Amazing photography, showing delicious-looking food items delightfully balanced, formed the center of the creative solution. Every shot was skillfully created by the Stein creative team, using real food, ingenuity and the agency’s in-house MADE production studio. The campaign used an integrated approach to deepen online relationships with known contacts, converting a very high proportion of targets into sales leads.  

Results

The “Delightfully balanced” campaign targeted 4,000 named accounts, generating 1,234 marketing qualified leads and converting 625 of these into sales qualified leads. This meant that over 20% of the company’s most important targets were engaged by this delightful campaign.