Pablo & Flora: Anti-vegan Gordon Ramsay makes a f***ing great cake by skipping the cow

Gordon Ramsay has made his distaste for veganism apparent in the past. Agency, Pablo, and Flora seem to have helped him to have a change of heart. Sitting on top of a cow called Susan, Ramsay says, “Is Flora good for baking? “Of course it is, look at this f***ing cake.”

The new commercial kicks off a new chapter of Flora’s very clever Skip The Cow campaign, that has already established that passing plants through a cow to get butter’s advantages is a bit weird and a lot unnecessary. Now Flora (plant butter) intends to conquer cooking. And as Ramsay is an expert in the field, hugely outspoken, a known anti-vegan, an attention magnet – and currently open to being a humorous advertising star.

The campaign launched first in the Netherlands and Uk on January 27 with media planning managed by UM. The global roll-out will occur in partnership with TAG. The full global campaign will cover TV, supported by high-impact OOH, digital, and press.

Jorn Socquet, CMO at Flora Food Group, stated “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, plant-forward alternatives that don’t compromise on flavour or performance. And if Gordon Ramsay thinks it’s good, who the f%$k are we to disagree? Sorry. It seems we’ve spent too much time with the great chef.”

Dan Watts, executive creative director at Pablo, added, “For me, baking and swearing go hand in hand. Particularly when my kids are involved. Happily with Flora, the results are always worth it . All the great taste of butter but without the weird going through a cow part. It’s been a great dollop of fun to work with the Flora team and Gordon Ramsay, to show how cooking with Flora is yet another excellent way to Skip The Cow.”

The launch commercial was directed by Biscuit director, Aaron Stoller. Susan the cow is actually CG – by Untold. The original score was composed and arranged by Chris Hill & Paul Clarvis, through Leland Music Limited.

Credits
Creative Agency: Pablo
Executive Creative Director: Dan Watts
Creative Directors: Charlie Gee & David Shirley
Planning Director: Joan Devereux
CEO: Gareth Mercer
Client Services Partner: Pete Moulton
Business Director: Jamie Isaac-Richards
Senior Account Manager: Amie Goldstein
Producers: Karen Whitehouse & Sally Lipsius
Project Director: Demi Osman
Project Manager: Amber Maguire

Production Company: Biscuit Filmworks
Director: Aaron Stoller
Producer: Polly DuPlessis