Upfield is the largest plant-based consumer product company in the world and the top producer of plant-based spreads. And while its iconic brands – including Flora, Rama, and Country Crock – were well established in the marketplace, awareness of the Upfield brand as a leading voice in the plant-based movement was relatively low, as was the influence of the spreads category in promoting plant-based alternatives (to butter) that are healthy, nutritious, and better for the planet.
Qualitative and quantitative research showed that anchoring the campaign to stories of real people would prove more effective at influencing our target audiences in the U.S. and U.K. It also showed that micro-influencers could help propel the movement across social media and provide the campaign with relatable and authentic advocates.
The campaign was designed to amplify the stories of individuals who have made the switch to plant-based nutrition and empower a broad range of consumers – meat eaters, flexitarians, vegetarians, vegans, and everyone in between – to be part of the movement toward a healthier, more sustainable future for all. To pinpoint the most receptive audiences and geographies for the launch of the campaign, we tested creative variants from the docuseries using artificial intelligence. The findings allowed us to optimize the most effectual, highest-performing creative at launch, across a range of media channels, influencer-owned social media, and VICE, our official media partner for the campaign.
The campaign hashtag, #ABetterPlantBasedFuture, achieved a reach of 2.7 million
The campaign caused a measurable shift in conversation volume relating to specific attributes of plant-based spread –such as health and taste.
The campaign received organic coverage in various publications, including Chowhound, Bustle, and LA Weekly.