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Do Rad S#!T

Radish drove 3K+ qualified leads for non-mandatory training

risk-test-screenshot2

Industry

Food Industry

Challenge

SQF needed to generate real demand for a new set of Risk Management courses that weren’t required for certification—meaning there was no built-in urgency and traditional promotional tactics weren’t enough. The challenge was to educate busy food safety professionals on why risk management matters, and capture qualified leads, all while meeting SQF’s high standards for accuracy, credibility, and brand control.

Results

The campaign generated 3,252 qualified leads and 4,371 completed quizzes (21.7% completion), with an average completion time of 17:55—outperforming traditional SQF promotions and setting a new engagement benchmark.

Key Product

HubSpot CRM, HubSpot Marketing, PPC, HubSpot Workflows

www.sqfi.com
20,355
Quiz Starts
3,252
Qualified Leads (HS Contacts)
4,371
(21.7%) Completed Quizzes
17:55
Avg. Completion Time (minutes)

The Risk Test not only displayed the user's quiz results but also suggested courses to take, helping them shore up their knowledge base, which was perfect! We gained leads and sales suggestions in a fun and interactive experience!

Margaret Core

Vice President, Marketing

food-safety-2

About SQF

The SQF (Safe Quality Food) Institute, a division of FMI—The Food Industry Association, administers the SQF Program—a leading global food safety and quality certification and management system with 14,000 certified manufacturing facilities in 40+ countries—with a mission to deliver consistent, globally recognized certification programs grounded in sound scientific principles and valued across the industry.

The Challenge: Selling What Wasn’t Required

SQF launched a new collection of online Risk Management courses, but because they weren’t mandatory, it was hard to create urgency and drive enrollments. They needed a way to educate food safety professionals on why risk management matters, grow their HubSpot database with qualified leads, and position the courses as “must-have” training, not optional extras—all while staying accurate, credible, and on-brand.

The Solution: Challenge First, Sell Second

Instead of pushing another traditional promo, SQF partnered with Radish to lead with value: a free, interactive Risk Management quiz that would engage users first and sell second. Radish built an 18-question Risk Test paired with HubSpot automation that segmented contacts by performance and delivered personalized follow-up emails—guiding high, mid, and low scorers toward the right next step.

The team also tested and optimized the lead capture flow (Typeform) and supported distribution through paid social and email campaigns.

“We wanted to provide SQF a deliverable that no other food safety org had done before: a true lead gen engine camouflaged as an experience. The Risk Test challenged users, delivered value, and brought thousands of new contacts into SQF’s world.”
— Fabián Riofrío, Radish Agency

The Results: A New Engagement Benchmark

The campaign delivered 3,252 qualified leads and 4,371 completed quizzes (21.7% completion) from 20,355 starts, with an average completion time of 17:55, outperforming traditional SQF promotions and setting a new engagement benchmark for the brand.