Along with a slew of plant-based product updates and launches, Flora Plant’s latest ad campaign is making its message of sustainability mainstream
After a bit of a “will they? won’t they?” flirtation with going fully dairy-free a few years ago, Flora has demonstrated its commitment to sustainability with its latest advert, branding dairy “a bit weird”.
Titled ‘Bit Weird‘, the video ad is the latest in the brand’s ‘Skip the Cow’ campaign, which is set to bring the pro-plant-based message to mainstream channels throughout this year.
The TV advert opens with a voiceover speaking as a packet of Flora plant butter is shown on the screen.
The voice says: “There it is, Flora, made with plants.”
It continues: “And it tastes so good that it raises a question: is it a bit weird we’ve spent so many years pumping plants through a cow?”
Panning to an animatronic cow, the voice adds: “Here’s a cow, let’s ask him. Is it weird?”
The cow shows his agreement, nodding at the question.
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Flora and its commitment to sustainability
After a false start in 2019, Flora finally made its range fully plant-based in October 2023 and it looks like this time, the change is for good.
The brand’s attention-grabbing ad-campaign is just the beginning, as new products and innovations have also been announced.
Alongside its range of plant-based butter alternatives and spreads, Flora Plant Cream – available in Single and Double – is available now in supermarkets, following years of use in professional UK kitchens.
The product, which cannot be over-whipped and doesn’t curdle or split, has been used by Caffe Nero and The Ivy among others.
According to Flora, the retail launch ‘signals Flora’s intention to disrupt the creams category’.
Its marketing push to promote Flora Plant Cream featured a national TV campaign on linear TV (ITV, Channel 4, and Sky), screening its Bit Weird ad.
Ian Hepburn, Marketing Director, UK, Upfield, said: “We are proud to launch yet another product range that speaks directly to our sustainability commitments and helps encourage dairy-users to ‘Skip the Cow’ and make a simple but impactful switch to our non-dairy alternatives which are better for the planet.”
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Flora's recent product innovations include a professional kitchen-quality plant-based cream and sustainable paper butter tubs. Images © Flora
Flora’s plastic-free butter tubs
In another step towards sustainability, Flora has also announced the ‘world’s first’ plastic-free paper tub for some of its products.
The move marks the first time the plastic-free tubs will be available in the UK.
According to the brand, its Flora Plant products will be available in the plastic-free, recyclable tubs in 386 Sainsbury’s stores across the UK.
It described the move as a ‘major step in food company Upfield’s global ambition to reduce plastic across its portfolio by 80 per cent by 2030′.
Made from compressed wet paper fibres, the new containers are 100 per cent oil and waterproof.
And, Flora notes, ‘unlike many paper packaging solutions, the tub does not come with a plastic liner’, which makes it easier to recycle.
The tubs, which come after four years of innovation by food scientists and product & packaging experts, are already available in Austria.
Initially, the new tubs will be used for the Flora Plant B+tter Spreadable product, which is plant-based, dairy-free and palm oil-free, with 73 per cent less climate impact than dairy butter.
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Featured images © Flora
