"This campaign was exactly the launch we needed to establish Upfield in the industry and position ourselves as a leader in plant-based. - Upfield Director"

Showcasing The Power of Plant-Based in the Foodservice Sector.

The Challenge
Tasked to establish Upfield in the foodservice sector, build its reputation amongst professionals and give customers a reason to stock its products.

What we did
Introduced the trade to Upfield via a media briefing, homing in on its plant-based credentials at leading plant-based restaurant, Gauthier. Guests were treated to a five-course tasting menu, featuring FLORA in each dish, made by award-winning chef, Alexis Gauthier, who has since become an unofficial ambassador for the FLORA brand.

To position Upfield as thought leaders, a roundtable session was also held in partnership with The Caterer to discuss the plant-based trend, its impact on the sector and how partners could profit from the opportunity.

Followed by a webinar with British Baker, targeting baking foodservice professionals, to discuss industry trends.

The Result
Not only did the activity achieve a category-leading SOV across the trade, securing blanket coverage with a reach of over 1 million, the webinar and roundtable also helped Upfield unlock new business leads with key prospects such at Pret.