In addition to the unique Starchology landing page we reported on recently, National Starch is taking an illustrated approach to its print advertising campaign, with cutesy headlines like “Tomatoes are feeling insecure” and “Sauce is overcoming its separation anxiety.” The key idea to Starchology is to help food and beverage manufacturers understand how innovating with starch can help you overcome a lot of food challenges, such as excelling in texture, health, clarity and value. The approach, from branding this idea to utilizing illustrations and catchy copy, will definitely aid in recognition and awareness.