Silk, a US-based leading oatmilk brand, recently launched a campaign positioning itself as the “Greatest Oatmilk of All Time” after a countrywide test declared it as the best tasting original oatmilk.
The G.O.A.T. (Greatest of All Time) campaign features some of the most celebrated names in different fields – from chefs to cheerleaders and movie stars – to promote Silk Oatmilk.
The most surprising name in the list of legends is British chef Gordon Ramsay, who once said that he was ‘allergic to vegans’. Best known for his over-the-top theatrics in Hell’s Kitchen, Ramsay has often mocked vegans on several platforms.
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However, this new association with Silk prove that the renowned chef is slowly embracing a plant-based diet and has no qualms about accepting the same in public.
“Well, it took my kids getting on me, but now I really enjoy cooking more plant-based dishes at home and in my restaurants. Let me tell you, I know greatness when I taste it, and I am loving Silk Oatmilk for both sweet and savory recipes,” he said.
Back in 2018, the chef said he was giving “this vegan thing a try” by adding a vegan pizza to the menu at his London restaurant. He later added a plant-based Sunday roast, featuring a vegetable-stuffed Wellington served with a side of steamed veggies, braised carrots, roast potatoes and lashings of rich gravy.
Ramsay announced the news on social media: “It’s happened. The vegan roast has landed at [Bread Street Kitchen].”
The Silk campaign calls Ramsay “G.O.A.T. of Yelling in Kitchens”.
Other celebs in the Silk G.O.A.T. campaign
Besides him, other prominent personalities featuring in the campaign include, Alicia Silverstone (G.O.A.T of 90s Fashion) and Gabi Butler (G.O.A.T. of Cheerleading).
Silverstone, best known for her role as Batgirl in ‘Batman and Robin’, is a vegan and has endorsed several PETA campaigns, besides publishing two vegan cookbooks – The Kind Diet and The Kind Mama.
“The oatmilk segment is hotter than ever, and we had a unique opportunity with Silk Oatmilk to come in strong and beat out the competition with our Original Oatmilk on taste,” said Derek Neeley, Silk vice president. “We put so much time and energy into crafting the best-tasting Original Oatmilk, and we are honored that America—and fellow G.O.A.T.s—agree.”
According to the Plant Based Foods Association, in just two years, oatmilk has risen from newcomer in the plant-based space to one of the most frequently purchased plant-based beverages, seeing triple digit growth in 2020.
In celebration of Silk Oatmilk as the G.O.A.T., Silk has invited everyone to declare their G.O.A.T. status; fans can proclaim greatness with Silk’s interactive Facebook and Instagram AR filter that immortalises their selfie into a marble G.O.A.T. bust.