Upfield Flora Plant B+tter

The collaboration was executed through a multichannel approach, leveraging the power of influencers, PR, outdoor advertising, and partner companies. Flora Plant B+tter emerged as an exciting new product.

The campaign aimed to launch in a surprising and attention-grabbing way; three cow sculptures made from recycled materials appeared in the heart of Helsinki. A PR announcement detailed Flora's "Skip the Cow, Not the Flavor" campaign, and the audience had the opportunity to explore both the recycled-material cows and Flora's new plant-based product.

The product's great taste and usability were highlighted through a collaboration with Relove Second Hand & Café, where a delicious plant-based and vegan cupcake was created. Additionally, three influencers targeting different audience segments were chosen for the partnership. The influencers shared their experiences using the Flora Plant B+tter product in their home kitchens, sampled the baked goods created in collaboration with Relove, and thus raised awareness about the product.