Flora - Skip The Cow Campaign
The campaign's interesting take is its use of graphic imagery to address a commonly avoided topice�dairy production's impact on the environment and animal welfare. By visually depicting the less pleasant aspects of dairy production, Flora creates a strong contrast with the benefits of their plant-based product, making the message more impactful.
The highlight of the campaign is its bold, graphic depiction of dairy production processes, which starkly contrasts with the clean, simple imagery of Flora plant-based butter. This approach aims to raise awareness about the impact of dairy production while positioning Flora as a more sustainable and ethical choice.
The target audience includes environmentally conscious consumers, individuals concerned with animal welfare, and those interested in plant-based or sustainable food alternatives. This group is likely to be receptive to messages about the benefits of switching from dairy to plant-based options.
TARGET AUDIENCE
About the
Campaign -
The campaign's interesting take is its use of graphic imagery to address a commonly avoided topice�dairy production's impact on the environment and animal welfare. By visually depicting the less pleasant aspects of dairy production, Flora creates a strong contrast with the benefits of their plant-based product, making the message more impactful.
Core Theme of the Campaign -
Graphic Contrast: Uses stark, graphic visuals to contrast dairy production with plant-based alternatives.
Environmental and Ethical Focus: Highlights the environmental and ethical benefits of choosing plant-based over dairy.
Bold Imagery: Employs bold and sometimes uncomfortable imagery to make the message about the impacts of dairy production more compelling.
Direct Messaging: Clearly communicates the advantages of Flora's plant-based butter in terms of sustainability and animal welfare.
Visual Impact: The use of striking visuals helps to grab attention and provoke thought.
Ethical Positioning: Positions Flora as a more ethical choice compared to traditional dairy options.
Consumer Engagement: Aims to engage consumers who are already interested in or open to plant-based alternatives.
Educational Aspect: Educates consumers on the impacts of dairy production in an engaging and memorable way.