The campaign will be led by the tagline "Resourceful by Nature" and will be supported by a new television, radio and print advertising campaign.
"The new advertising and tagline represent the most fundamental elements of ADM's business - working to be the essential link between farmers and the markets and fulfilling our role as one of the world's premier food ingredient suppliers," said G. Allen Andreas, the CEO of ADM.
Last week the company joined up with Madison, Wisconsin-based Boca Foods in a partnership that means ADM's NutriSoy soy protein is now featured in Boca's entire line of meatless foods in mainstream retail outlets.
The two companies will now begin a program of joint advertising and consumer promotions, including samplings of NutriSoy branded products in cities and events nationwide.
In October 1999, the FDA approved the use of a health claim on food labels to communicate that consuming 25 grams of soy protein per day as part of a diet low in saturated fat and cholesterol may reduce the risk of coronary heart disease.
"With NutriSoy, we can further raise awareness about the benefits of soy, as well as call out to consumers that Boca products are made with high-quality soy protein," said Kevin Scott, general manager of Boca Foods.