Marcel helps Sojasun challenge soy stereotypes

Sojasun has launched a campaign created by Marcel that addresses negative perceptions of soy within online communities, using humour and social media engagement to highlight the protein content of its products.

The campaign marks the first expression of a broader brand strategy aimed at increasing Sojasun's cultural relevance while reinforcing its position as a producer of plant-based food products.

Campaign responds to online stereotypes

At the centre of the campaign is the term soy boy, an expression that originated within parts of the online manosphere and is often used as a derogatory label associated with weakness or a lack of masculinity.

Rather than ignoring the trend, Sojasun chose to engage with it directly. Working with Marcel, the brand invited a number of men's rights influencers and content creators to become ambassadors for the company under the title SoyMen.

The initiative was designed to draw attention to what the brand sees as a contradiction between the popularity of protein-focused diets in these communities and their criticism of soy-based products.

Multi-channel activation drives campaign

To support the campaign, Sojasun contacted influencers through a range of channels, including emails, TikTok comments, YouTube pre-roll advertising, Twitch livestream donations and Spotify placements.

The brand also deployed outdoor advertising activity, including a promotional vehicle positioned near content creators associated with the campaign.

According to Sojasun, all of the individuals approached declined the invitation, forming the basis of the campaign's conclusion that while soy products are rich in protein, they are not intended to appeal to everyone.

Part of broader brand strategy

The campaign reflects Sojasun's ambition to participate more actively in contemporary cultural conversations while remaining focused on its core values around nutrition, product quality and environmental responsibility.

The company said the initiative is intended to demonstrate how the brand can engage with social trends and online behaviours while continuing to promote plant-based nutrition.

Brand and agency back creative approach

Vanessa Chabrel, managing director of the Plant-Based Division, Olga: "When Marcel first presented the creative idea, I thought it was brilliant — it immediately felt obvious, and I approved it right away! There's negative buzz surrounding soy today. We couldn't just let it happen without reacting. Soy really is an amazing protein. And it's perfect timing, as everyone today is looking to increase their protein intake..."

Antonin Jacquot, creative director, Marcel: "I've never worked on a product that combines so many qualities, made and grown in France, plant-based, high in protein, while also being criticized so heavily. Within manosphere communities, it has even become an insult: 'soy boy.' But for us, being hated by these people felt more like an opportunity than a problem. And we were lucky enough to work with incredibly brave clients who chose to confront it rather than bury their heads in the sand."

The campaign positions Sojasun within a broader cultural discussion while highlighting the nutritional qualities of soy-based products through a deliberately provocative and humorous approach.

www.sojasun.com

www.marcelww.com

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