Flora Food Group is the world’s largest plant-based consumer foods company, operating in roughly 95 countries with a portfolio that includes Becel, Country Crock, Flora, Rama, Blue Band and Violife. Known as Upfield until its 2024 rename, the group runs each brand with its own identity, audience and market history.
Company
Flora Food Group
Role
Creative Director
Project Overview
Each brand had a distinct identity, but customer needs ran along the same lines across all of them. Meal inspiration. Health-conscious choices. Everyday usage moments. A Becel customer and a Country Crock customer were asking versions of the same question at the same point in their week. If the underlying need was shared, the infrastructure serving it could be shared too. That turned the brief from improving individual campaigns into building something every brand could run on.
Challenge
Every brand operated its own email and CRM program. The result was inconsistent customer experience across a portfolio that often reached the same household, creative production duplicated brand by brand, and no practical way to scale personalization beyond what a single team could hand-build. There was no shared infrastructure, so every new brand or market multiplied the work instead of absorbing into it.
A modular multi-brand CRM framework built to hold consistency and brand difference at the same time. A unified template structure adapts to each brand. Reusable content blocks for recipes, product highlights and offers let campaigns deploy quickly across brands and markets.
The whole module set was built as a component library in Figma, so assembling an email became a matter of selecting and arranging existing pieces rather than designing a layout from scratch each time. Anyone on any brand team could build a campaign that was correct by construction, and the library itself became the single source of truth as the system grew.
A brand voice layer defines how each name expresses tone and personality inside the shared structure, so the system never flattens anyone. Messaging is organized around real usage moments rather than campaign bursts, and segmentation runs across behaviour, preference and brand affinity, which lets learning on one brand improve another. Everything is built mobile-first, for people checking email in a kitchen.
The outcome was a shift in what CRM was for. Centralized infrastructure with decentralized brand expression, less duplicated effort, faster deployment, and a repeatable model that scales as brands and regions are added.
