Plant-based butter and spread brand Flora has partnered with world-renowned celebrity chef Gordon Ramsay for a new iteration of its award-winning “Skip the Cow” campaign.
In a 20-second ad, narrator Ben Ashenden asks whether Flora’s plant-based butter works well in baking. Susan the cow, who featured in a previous Flora campaign, nods her head.
“Cow says yes, could seem biased. Let’s ask an expert,” says Ashenden. Then the camera pans to Ramsay, who is sitting on Susan. “Is that a serious question?” says Ramsay. “Just look at this f***ing cake.”
“This campaign represents a bold step forward in showcasing the incredible versatility and taste of Flora for cooking and baking,” said Jorn Socquet, chief marketing officer at Flora Food Group. “Gordon’s passion for exceptional food aligns perfectly with our commitment to innovation and offering sustainable, plant-forward alternatives that don’t compromise on flavour or performance.”
“Flora has blown me away”
The news comes after Flora’s parent company, Upfield, rebranded to Flora Food Group last year. The new name is said to reflect the company’s mission to provide products that are more affordable and sustainable than their dairy equivalents. All Flora butters and spreads have been vegan and palm oil-free since late 2023.
Gordon Ramsay has previously been critical of plant-based diets, once claiming he was “allergic to vegans”. But his stance appears to have softened in recent years; he was featured in a campaign for Silk oat milk in 2021, and became an investor and advisor to Borealis Foods, maker of Chef Woo Vegan Ramen, in 2023.
“I believe in good, honest cooking with quality ingredients, and I can genuinely say Flora has blown me away,” said Ramsay. “From scrambled eggs to chocolate cake, I have put the product through its paces. It gives me the creaminess and rich taste I get from butter, whilst being more sustainable. I would encourage home cooks to make the switch, try it for themselves, and see what they can create.”
