We are thrilled to announce that Upfield's 'Skip the Cow' campaign for Flora has been awarded a Bronze Lion in the Creative Strategy category at the 2024 Cannes Lions International Festival of Creativity.

The Cannes Lions festival, often referred to as the 'Oscars of the advertising world,' celebrates the most innovative and impactful creative work globally. This year, the festival saw entries from thousands of campaigns worldwide, with only 3% receiving the coveted Lion awards.

Our 'Skip the Cow' campaign, developed in collaboration with creative agency Pablo London, stood out for its innovative approach to promoting plant-based alternatives.

The campaign effectively communicated Flora's role as a delicious and sustainable alternative to dairy products, encouraging consumers to 'skip the cow' and choose plant-based options.

The Creative Strategy Lions celebrate ideas that redefine brands, reinvent businesses, and influence consumers and wider culture. Winning in this category underscores Upfield's position as a thought leader in the sustainable food space.

This achievement is the result of dedicated work from teams across Upfield, including:

●The Flora brand team
● Our R&D department
● Sustainability experts
● All other Upfielders involved

As we celebrate this recognition, we remain committed to our mission of making plant-based eating more accessible, enjoyable, and sustainable for all. The 'Skip the Cow' campaign is just one example of how we're working to transform the food system for the better.

For more information about the 'Skip the Cow' campaign and Upfield's range of plant-based products, visit: flora.com