Since the spring, famously foul-mouthed chef Gordon Ramsay has been imploring home cooks to “skip the cow” and try dairy alternative Becel Plant Butter.

The culinary celebrity has been touting Flora Food Group’s dairy-free butter alternative across a multitude of touchpoints in a campaign supported by London’s Pablo Creative Agency, UM Canada, Advantage Solutions Canada for instore and Pinch Social.

Assets include the famous chef mounted atop a dairy cow giving feedback on a cake baked with Becel Plant Butter.

“This campaign represents a bold step forward in showcasing the incredible versatility and taste of dairy-free Becel Plant Butter for cooking and baking,” says Mandy Au, head of marketing at Flora Food Canada. “[Ramsay’s] passion for exceptional food aligns perfectly with our commitment to innovation and to offer dairy-free alternatives that don’t compromise on flavour or performance.”

The brand leveraged both conventional and specialty TV to deliver mass reach.

YouTube paid digital is meant to reach light TV viewers and cord-cutters, focusing on custom affinities among cooking enthusiasts and foodies likely to be familiar with Ramsay. Paid social on Meta is meant to reach audiences through interest-based targeting and specifically engage cooking and baking enthusiasts.

Shopper marketing (see, Toronto No Frills banner above), is activated at the point of purchase with shelf signage (QR scans linked to Ramsay’s recipes), retail media and flyer ads rolled out at major grocery partners.

“The last mile is where our 360-degree marketing plan comes to life, ensuring that all touchpoints, from TV and digital to social and in-store, work together to drive consumers from awareness to purchase,” Au says.

Becel tells strategy that it has an always-on social presence supported by influencer partnerships.

According to a recent Dalhousie University and Caddle survey of 5,500 participants, 49% of British Columbians consumed a plant-based dairy alternative in the past 12 months – the highest rate in Canada – followed by Ontarians (45%) and Albertans (43%). Prince Edward Islanders were the least likely with 20% reporting that they had tried plant-based dairy products.

The primary motivator for trial is health concerns with 39.8% of those surveyed saying they believe plant-based alternatives offer high nutritional value.