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News April 06, 2021

Plant-based food company Upfield creates a new digital strategy with Dept


The world’s largest plant-based consumer packaged goods company has partnered with digital agency Dept to put digital at the centre of its marketing strategy. Upfield’s new digital-first approach aims to better reach target groups, build sustainable customer relationships and improve online performance across its vegetable spreads and cheese brands.

The digital strategy will be optimised for brands Blue Band, Becel, Becel ProActiv, Croma, Violife and Flora Plant. Dept is collaborating with Upfield to create the strategy, as well as implement it with campaigns across social media, search and display, among other channels. The full-funnel, online-only introduction of the new product ProActiv Immune was a successful first step of the plan, where the CTR has tripled using different assets per touchpoint.

“We would like to discover how we can become even more relevant to our customers, said Lauren Tolond, head of marketing at Upfield Netherlands. “Communicating across the entire customer journey and applying new digital tactics is having a direct impact on achieving our brand objectives. Dept is the perfect partner to help us tap into the depth of these digital channels and shape an omnichannel strategy by connecting appealing connect with data and technology.”

Hein Strijker, account director at Dept, said: “It is a pleasure to work for Upfield and its portfolio of uprising brands at a time when plant-based products are gaining an increasingly prominent place on the consumer’s dining table. To elevate our digital-first approach, we’re collaborating with powerful partners, such as N = 5, Bain & Company and Dentsu, to underpin our efforts in activating and expanding the relationship between Upfield’s brands and the consumer.”

Would you like to know more about how Upfield uses the start-up mindset to accelerate digitally? Then watch Upfield’s Dept Talks Live on Friday 23 April during FMCG & Performance Friday of Dept Performance Week.

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