Gordon Ramsay Is Face of New Vegan Oat Milk Campaign: “I Really Enjoy Cooking More Plant-Based Dishes”

Chef Gordon Ramsay—as soon as one of many largest critics of veganism—is an envoy for a brand new marketing campaign launched by vegan model Silk to advertise its oat milk. The G.O.A.T. marketing campaign posits that Silk’s oat milk is the Best of All Time (G.O.A.T.) milk and options movie star ambassadors who’re the G.O.A.T. in their very own proper. Identified for his unapologetic and sometimes loud critiques of subpar cooking, dishes, and cooks, Silk named Ramsay because the G.O.A.T. of Yelling in Kitchens.

For his half, Ramsay took to social media to advertise the G.O.A.T. marketing campaign and defined that he’s changing into a fan of the plant-based way of life. “Nicely, it took my youngsters getting on me, however now I actually take pleasure in cooking extra plant-based dishes at dwelling and in my eating places,” Ramsay mentioned. “Let me let you know, I do know greatness once I style it, and I’m loving Silk Oatmilk for each candy and savory recipes.” 

Gordon Ramsay: not allergic to vegans

Ramsay’s involvement with Silk and his newly discovered want to prepare dinner plant-based dishes at dwelling stands in stark distinction to his stance on vegans just a few quick years in the past when he continuously made plant eaters the butt of jokes and as soon as said he was allergic to vegans. The world-renowned chef first began altering his tune in 2018 when he tweeted: “Going to offer this #vegan factor a strive,” alongside {a photograph} of the vegan Charred Aubergine Pizza he added to his Gordon Ramsay Road Pizza restaurant in London. 

After testing the vegan waters (and receiving optimistic responses from followers concerning the vegan dish), the chef continued to experiment with plant-based cooking. In January 2019, Ramsay kicked off the brand new 12 months with a full plant-based Veganuary menu on the similar restaurant (now referred to as Bread Road Kitchen). The numerous vegan menu included pumpkin soup dotted with truffle oil, a superfood salad, risotto made with wild mushrooms, eggplant-topped pizza, and a choice of desserts starting from chocolate avocado mousse to banana-based ice cream. The chef additionally created a vegan model of his famed Beef Wellington utilizing beets as a substitute of meat.

Maybe one in all Ramsay’s most divisive—and doubtless most scrumptious—vegan dishes is a nut-based Sunday Roast. After sharing the dish on social media, Ramsay acquired a lot reward and a few pushback, specifically from famed vegan troll and disgraced Good Morning Britain host Piers Morgan who responded to Ramsay’s publish with: “Oh, for f*ck’s sake, Ramsay … not you, as nicely? This appears completely revolting.” Shortly thereafter, Ramsay took Morgan to process throughout an look on Late Late Present with James Cordon. “So, Piers Morgan is now a meals critic? Go and f*ck your self,” Ramsay mentioned. “Right here’s the factor … veganism is on the rise and we must adapt and yeah, eat a slice of humble pie.”

Taking his newfound love of the plant-based way of life one step additional, this season, Ramsay welcomed the primary vegan contestant, Josie Clemens, to his cooking actuality present Hell’s Kitchen—which is definitely the place he earned his Yelling in Kitchens G.O.A.T. standing.

Silk’s oat milk marketing campaign

Along with Ramsay, Silk’s G.O.A.T. marketing campaign, which was developed in partnership with inventive company Lightening Orchard, is supported by vegan actress Alicia Silverstone—of Clueless fame—who Silk named the G.O.A.T. of ‘90s trend. “I like cooking and consuming, and even fancy myself fairly the foodie; so, I used to be excited to style the G.O.A.T of oatmilk,” Silverstone mentioned. “That is wonderful! Silk Oatmilk is so wealthy, creamy, and scrumptious. I find it irresistible in smoothies and my son loves it straight out of a glass.” Silverstone has been vegan for greater than 20 years and has used her fame to combat for animal rights. Most just lately, the 44-year-old actress demanded Starbucks drop its surcharge for substituting plant-based milk.

Cheerleading champion Gabi Butler—who gained world fame after the discharge of Netflix documentary Cheer—can be a part of Silk’s marketing campaign to advertise its oat milk. The model named Butler because the G.O.A.T. of cheerleading. “I do know the significance of a fantastic squad, and I’m flipping out over Silk Oatmilk,” Butler mentioned. “I like to include plant-based choices into my routine that don’t sacrifice on style and texture, and this Silk Oatmilk is clean and creamy.” 

The marketing campaign offers social media followers an opportunity to take part by turning their selfie right into a G.O.A.T. statue utilizing Silk’s interactive Fb and Instagram filter. 

Oat milk market is booming

Silk’s marketing campaign is launching throughout a time when oat milk is gaining market share within the in style plant-based milk sector. Whereas oat milk gross sales have steadily risen for years, US gross sales of the plant-based milk skyrocketed by 476.7 p.c throughout the week-long interval ending on March 14, 2020—the peak of the COVID-19 pandemic panic-buying interval—based on market analysis agency Neilsen. 

“The oatmilk section is hotter than ever, and we had a novel alternative with Silk Oatmilk to come back in robust and beat out the competitors with our Unique Oatmilk on style,” Silk Vice President Derek Neeley mentioned. “We put a lot time and power into crafting the best-tasting Unique Oatmilk, and we’re honored that America—and fellow G.O.A.T.s—agree.”