Flora is appealing to those who find the digestive processes of cows a little unappealing, in a campaign for its Plant Butter. 

A new campaign by London agency Pablo for plant-based butter alternative encourages consumers to “skip the cow” and focuses on the icky parts of dairy production. In a TV spot, directed by James Rouse via Biscuit Filmworks, a cafe owner tells us how he'll give the plant butter a miss, because he wants his food to be chewed, passed through all four chambers of a cow’s stomach and digested, before being expressed through udders.

The campaign is live until the end of January across digital and social and is joined by national out-of-home, with billboards that encourage people to go “from plant to toast without that weird cow bit” and urge them to avoid “herd mentality.”  

Flora is a former Unilever brand now owned by Unilever spin-off Upfield; it launched its Plant Butter in 2020. 

“As Flora Plant tastes and behaves so much like butter, it makes it a no-brainer to skip the cow part out,” commented Dan Watts, executive creative director Dan Watts at Pablo in a statement. While we're not sure that will convince die-hard dairy lovers, the strategy is seems likely to make wavering vegans, or those contemplating Veganuary, think twice.