We quickly realized that this was not just a moment for USW to highlight past achievements. It was an opportunity to celebrate the shared purpose that unites all USW’s stakeholders, regardless of roles, responsibilities, and geography. To do this, we researched the global impact of U.S. wheat and the overall process from grower to export to end product so that we could define USW’s differential advantage. This research led to a campaign messaging strategy that represented, recognized, and rewarded all the diverse people that make U.S. wheat a premier product. All assets, including a landing page, farmer-focused videos, and print collateral focused on showing gratitude and co-creation.