Margerine brand Flora has collaborated with Chef Gordon Ramsay to show consumers that it’s “never too late to try something new”.
The campaign aims to show that switching to Flora is an “easy way to upgrade home cooking”.
According to Quanti’s Life Cycle Assessment tool, Flora has 72% less impact on the climate than dairy butter.
‘Skip the Cow” will be rolled out globally on TV, Meta, and Youtube channels.
Gordon Ramsay said: “I believe in good, honest cooking with quality ingredients, and I can genuinely say, Flora has blown me away. From scrambled eggs to chocolate cake, I have put the product through its paces.
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“It gives me the creaminess and rich taste I get from butter, whilst being more sustainable. I would encourage home cooks to make the switch, try it for themselves and see what they can create.”
As part of the campaign, Ramsay will show consumers how they can use Flora’s products in their cooking.
The partnership comes as research conducted by OnePoll revealed that 48% of home cooks use the same five recipes on repeat.
According to the study, 51% of respondents considered cooking to be a chore or time consuming, with 47% saying they did not look forward to cooking due to the hassle of cleaning up afterwards.
Flora Food Group chief marketing officer for developed markets Jorn Socquet said: “I couldn’t be prouder to announce our new ‘Skip the Cow’ campaign featuring the iconic Gordon Ramsay.
“This campaign represents a bold step forward in showcasing the incredible versatility and taste of Flora for cooking and baking. Gordon’s passion for exceptional food aligns perfectly with our commitment to innovation and offering sustainable, dairy free alternatives that don’t compromise on flavour or performance. And if Gordon Ramsay thinks it’s good, who are we to disagree?”
