• by Fern Siegel , March 6, 2024

The latest entry in Flora's “Skip The Cow” campaign, which initially launched in the U.K. last year, has now gone global.

Creative agency Pablo kicked off the work across 12 global markets, highlighting the plant-butter alternative to dairy.

In addition to TV, large-scale out of home and digital ads will launch in various countries, including the United States. One OOH ad reads: You'd rather stick with cow butter? Classic herd mentality.

The TV spot, titled “Bit Weird,” centers on the delicious aspects of the product, showcased in a plate of pasta. The sparse visuals ask a cow: “Is udder butter a bit weird?”

The initial work won an APG Gold for creative strategy with its simple message. Pablo worked with its network of international creative teams to relay it humorously in various markets.

Vanessa Steffen, head of global marketing at Upfield, Flora's parent company, said: “With 'Skip the Cow,' Pablo has unlocked a very distinctive brand world for Flora that is able to travel across many markets and cultures successfully. We can’t wait to see the message of ‘dairy actually being a bit weird’ landing across the world.”

Upfield, a leading plant-based company, is owned by the investment firm Kohlberg Kravis Roberts. Flora is its flagship brand. The company, which prides itself on sustainability, markets its products in more than 90 countries, makes four key categories of product: plant butters and spreads, plant creams, liquids and plant cheeses.

Pablo's client work includes DFS, Secret Escapes and Dr Pepper.