These ads for Flora Plant Butter get graphic about dairy

Campaign from Pablo urges you to ‘skip the cow’

Published On
Jan 19, 2023

Editor's Pick

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 Plant Butter billboard that shows a package of the butter in the center with From Plant To Toast Without That Weird Cow Bit - Skip The Cow written above.


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.

Flora Plant Butter billboard that shows a package of the butter in the center with You'd Rather Stick With Cow Butter? Classic Herd Mentality - Skip The Cow written above.



Jan 19, 2023
Client :
Agency :
Founder :
Gareth Mercer
Dan Watts
Creative Director :
Oli Beale
Art Director :
Dave Dye
Head of Production :
Tom Moxham
Senior Producer :
Sophie De Lacey
Planning Director :
Joan Devereaux
Account Director :
Kate Sheppard
Account Manager :
Amber Sidney Woolet
Stills Producer :
Kelly Watts
Designer :
Viren Patel
Chief Client Advisor :
David Wheldon
Production Company :
Biscuit Filmworks
Managing Director / EP :
Rupert Reynolds-MacLean
Head of Production :
Polly Du Plessis
Director :
James Rouse
Producer :
Benji Howell
1st Assistant Director :
James Sharpe
Director of Photography :
John Lynch
Gaffer :
James Knight
Production Designer :
Guy Thompson
Costume Designer :
Selina Wong
Home Economist :
Elaine Ngan
Photographer :
Laurie Haskell
Edit House :
Work Editorial
Editor :
Art Jones
Edit Assistant :
Louis Caldwell
Edit Producer :
Charlie Dalton
Post Production :
Untold Studios
Creative Director :
Ben Cronin
VFX Artist :
James Pratt
VFX Artist :
Emma Tyler
VFX Artist :
Tiago Pereira
Colorist :
Julien Alary
Producer :
Simon Downie
Executive Producer :
Tom Igglesden
Sound House :
Factory Studios
Sound Design & Mix :
Anthony Moore
Audio Producer :
Beth Massey

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