SITUATION-

Flora Plant Butter is a delicious vegan spread that acts and tastes just like butter. We wanted to grow the market beyond a vegan audience and seduce butter lovers over to the plant side.

With a fraction of the budget of the big dairy brands, we needed an approach that would break category norms, get noticed and talked about.

BRIEF-

Challenge existing perceptions of butter

Establish Flora Plant Butter not as ‘as good as’ butter but as ‘better than’ butter; delivering the same benefit (great taste) but in a much better way (without involving methane-producing cows).

OBJECTIVES -

Drive awareness & trial by confronting butter-lovers with the strangeness of their choice, making them think about something they never really think about and helping them shift out of autopilot when they shopped for butter.

IMPACT -

’Skip the Cow’ was well received by the industry, winning Campaign’s ‘Ad of the Day’ and among The Drum’s ‘Ads of the Week’.

ENGAGEMENT -

Awareness of Flora Plant increased from 55% to 73%

60% of people who saw the campaign went on to engage with the brand; i.e. visited website, searched online, spoke to someone about the brand or purchased the brand.

CHANGE IN BEHAVIOUR -

Consideration increased from 35% to 49% resulting in increased purchase and the highest level of growth for Flora Plant since launch +81.7% value and +135.4% volume.

BRAND PERCEPTION -

Average brand equity increase +9% ppts

Average brand effects uplift +15% ppts

Brand memorability uplift +9% ppts

ACHIEVEMENT AGAINST OBJECTIVES -

‘Skip the Cow’ is a campaign that got noticed, got talked about and most importantly changed consumer perceptions and behaviour resulting in a significant uplift in brand engagement, consideration & purchase.