Flora has launched the latest iteration of its ‘Skip the Cow’ campaign, based on the idea that Flora is just as rich and creamy as “udder butter”.
Created by Pablo, the “Bit Weird” TV spot does just that, with its own fully functioning animatronic cow, lovingly named Susan, created to answer the question “Is it a bit weird we spent all those years pumping plants through a cow?”.
Originally launched across OOH and social in 2023, with a combinations of high-impact OOH, special builds and contextual communications located in commuter hubs for maximum impact, the campaign now sees Flora seeking to take this campaign to a broader global audience investing in AV (audio visual) and digital media worldwide.
For the launch of the new ‘Skip the Cow’ campaign, Pablo developed a stripped back visual world as Flora placed the product packaging front and centre of the campaign, communicated through witty and punchy headlines.
In order to turn this into AV, the hero TVC was designed to feel like a continuous shot, set within a grey brand world in order to retain this distinctiveness and stand apart from Flora’s dairy based competition.
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Working alongside director Craig Ainsley and Pablo’s in-house production function, Pablito, Ainsley employed motion-control cameras, allowing for multiple products and food items to be shot and seamlessly stitched together to create over 250 variants and adapts for use globally.
The film is also accented with an original composition by Strings & Tins, performed by cellist Yue Tang.
“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 being a bit weird’ landing across the world,” said Upfield head of global marketing Vanessa Steffen.
Pablo executive creative director Dan Watts added: “Working with the global team on the Skip the Cow campaign is a gift that keeps on giving. Just like milk from a cow’s udder. Although that’s pretty weird. Unlike Flora Plant.”
“We’ve really enjoyed starting to see where this campaign can go creatively and look forward to much more to come in 2024.”
1 Comment. Leave new
I would never buy their flora, I love meat, milk from a cow, steak is best medium. The owner of flora eating proper butter with his toast in a morning 😂