The Upfield Uncorporate video brings together Upfield’s refreshed identity, revitalized company narrative and vibrant voice into one compelling asset, giving the viewer an understanding of Upfield in an impactful, authentic and entertaining way.
The story is told through the lens of “Generation Plant”, from growers and farmers, right through to innovators, vendors, chefs, nutritionists and consumers.
This journey is entwined with that of a humble seed as we follow it from germination, through the supply chain and finally to a person's delicious meal. The seed is a visual metaphor for growth, health and sustainability as we draw correlations between it, the plant-based future and increasing popularity of the plant-based movement.
The film positions Upfield as inspiring and future focused, told in a way that surprises and delights.