Flora Plant: Challenging the norm.

Flora Plant, a plant-based dairy brand, launched a 30-second asset in the UK to establish that it is not 'as good as' butter but 'better than' butter and steal share from big dairy brands.

Summary

In a world where brands often target the 'lowest hanging fruit'- those people seen as easiest-to-convert - sometimes it pays to set your sights on an audience and mindset that appears furthest out of reach.

FLORA PLANT B+tter* could have been another me-too contender in the alt-dairy sector, vying to compete for share of a relatively small market.

We decided to reframe the task and instead set ourselves the audacious goal of stealing share from the big dairy brands and set out to totally change how people see something they'd previously taken as 'the norm'.

This is the story...

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