Oatly is making the most of Veganuary with its biggest UK campaign to date. The Swedish oat milk company is spreading its wit and charm beyond London this time. Its striking self-aware conversations are appearing in posters in Brighton, Bristol, Glasgow, London and Manchester.
Oatly creative director, Michael Lee, stated, “So we’ve been mostly hanging around East London for a while now, chatting up the post-milk lifestyle to anyone willing to listen and figured it might be cool to spread our oat propaganda to parts of the UK we’ve never been to before. So if you find yourself thinking about oat drink on a bus in Manchester or imagining a more plant-based future on the streets of Glasgow, don’t worry, it’s just our advertising trying to sell you on a cooler, cow-less and altogether more progressive way of life – through oats. Or something like that.”
The ads continue to be created in-house. The OOH components will be supported by print, radio musical jingles, podcasts, experiential and sampling, PR, influencer and social activity. Oatly will also continue to run its Boxpark pop-up shop, allowing people to sample the plant-based milk.
Oatly isn’t timid in its quest to dominate the alternative milk market. In 2015, it was sued by Sweden’s dairy lobby for its campaign, It’s like milk, but made for humans, but the brand brought the campaign to the UK anyway, in 2018.
In July 2019, it opened a US$15m processing plant in Millville, New Jersey. In the middle of this year, it is set open a second 117,000 square metre facility in Ogden, Utah, that is roughly the size of its Swedish production plant. And it kicked off 2020 by partnering with Starbucks to serve as the coffee retailer’s on-premise oat milk supplier for a test run in 1,300 Midwest cafes.
In the northern hemisphere summer last year, Oatly introduced its ice cream range to the US and UK.
In Australia, Oatly’s advertising presence is less aggressive but its creative is just as striking: