Dominating London's iconic Piccadilly Circus billboard for a full week starting November 6th, the tongue-in-cheek video creatively showcases the benefits of Flora Plant's dairy-free spreads over cow's butter. The continued "Skip the Cow" theme builds on the January campaign launch by riding the wave of the growing plant-based movement and encouraging consumers to move to plant-based alternatives.

"We're thrilled to see the 'Skip the Cow' campaign continue to resonate strongly with consumers," said Ian Hepburn, Upfield’s Head of Marketing UK. "Flora is leading the charge in changing perceptions of dairy-free products, thanks to their visionary, provocative approach. Campaigns like this will help us achieve our mission of making plant-based living commonplace."

Developed in partnership with creative agency Pablo, the catchy campaign spreads across out-of-home, digital, and social platforms. The memorable 30-second video ad takes a light-hearted, humorous tone to highlight why consumers should rethink milk products from cows.

"We want to congratulate the talented Flora team on delivering an extremely bold, engaging campaign that will get more people trying and loving Flora Plant's products," added Ian Hepburn, "They should feel proud of the role they play in advancing the plant-based movement."

Upfield aims to continue pushing boundaries when it comes to plant-based advocacy and innovation. With its portfolio of iconic brands, the company is poised to accelerate the transition toward plant-based living worldwide.