Following a competitive review, UM has been named global media agency of record for Upfield.

The agency will now handle media duties for Upfield’s full portfolio of brands, which includes Becel, Flora, ProActiv and Country Crock. Dentsu had been the incumbent, first taking on the account in 2019.

Upfield says its international portfolio reached an additional 100 million people last year, for a total of 305 million. In addition to its main brands, Upfield makes and markets dozens of local brands, all made in its 14 wholly-owned factories and 33 distribution centres.

Tracy Stallard, head of connections and innovation for Upfield Europe, said UM’s data and creativity is what impressed the company during the review process.

“We’re confident that this partnership will help us to deliver a superior connections strategy, which truly understands consumer needs, engages seamlessly with them at the right time and will bring innovative communications to build our much-loved brands,” she said.

Shelley Smit, CEO of UM Canada says, “This win is a testament to the power of UM’s global network and our ability to work towards a shared vision in supporting a brand giant like Upfield. With our strong retail expertise and data-led decision processes, we look forward to helping Upfield identify and reach new and existing Canadian audience segments in meaningful ways.”