Flora Food Group and celebrity chef Gordon Ramsay have teamed up to promote the use of plant-based butter in everyday home cooking.

The partnership marks the latest in the plant-based brand’s “Skip the Cow” campaign, and will see Ramsay encourage cooks to experiment with new elements to their baking and cooking and drop “bland kitchen habits”.

Showcased across TV, Meta and YouTube, the campaign sees Ramsey star in a series of adverts, depicting Ramsea in a kitchen cooking, and sitting on the back of a cow, holding a cake baked by Flora butter.

The campaign aims to emphasise that switching to Flora can upgrade home cooking, “without compromising on taste of performance”.

Flora chief marketing officer for developed markets, Jorn Socquet said: “This campaign represents a bold step forward in showcasing the incredible versatility and taste of Flora for cooking and baking.

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“Gordon’s passion for exceptional food aligns perfectly with our commitment to innovation and offering sustainable, dairy free alternatives that don’t compromise on flavour or performance. And if Gordon Ramsay thinks it’s good, who are we to disagree?”

Ramsay added: “I believe in good, honest cooking with quality ingredients, and I can genuinely say, Flora has blown me away. From scrambled eggs to chocolate cake, I have put the product through its paces.

“It gives me the creaminess and rich taste I get from butter, whilst being more sustainable. I would encourage home cooks to make the switch, try it for themselves and see what they can create.”

The new partnership follows the Skip the Cow campaign debut in 2022, which sought to reframe the way consumers think about diary butter.

Speaking to Grocery Gazette last year, Flora UK marketing director Ian Hepburn said the business was expanding its portfolio, and moving “beyond just butter”.