Oatly is known for doing the unexpected. Limited-edition, dairy-free cake and custard kits featuring custom tableware alongside Oatly Vanilla Custard is Oatly-unexpected, but the campaign for it is a surprising as Oatly’s work gets.
The oat milk brand has teamed up with rapper, Giggs, who stars as a bake shop owner in a series of Custard by Giggs films promoting the initiative. (Giggs is genuinely lactose intolerant. He also has 1.1m Instagram followers.) The films, directed and co-created by Kelvin Jones, are rolling out across Oatly and Giggs’ social channels during December alongside a digital media plan, PR, influencer gifting and a partnership with GRM Daily.
Kelvin Jones commented, “It’s rare to see Giggs lend his face to a brand, so we wanted these films to make this drop feel exclusive and also bring out a side of Giggs the world doesn’t see. Giggs has a big personality, so by combining this with the community feeling of bakeshops and the taste of Oatly Custard, we crafted films that build mouthwatering anticipation whilst calling for dairy-free foods like Oatly Custard to be much more widely available, given the prevalence of lactose intolerance in our community.”
Giggs, who is lactose intolerant, approached the Swedish oat drink company to share his frustration with the lack of shelf space given to dairy-free food alternatives, after he struggled to find his favourite, Oatly Vanilla Custard, in store. As a vocal lover of cake and custard, the rapper wanted to use his personal story to raise awareness of lactose intolerance, an issue that affects five million Brits*, and show that those with dairy intolerances or allergies shouldn’t have to sacrifice their favourite desserts.
Credits
Production: Prettybird UK
Director: Kelvin Jones
Head of Production: Fiona Bamford-Phillips
Producer: Marija Djikic
Production Manager: Ella Knight
Coordinator: Enrique Soares De Silva
Director of Photography: Natasha Duursma
Production Designer: Louis Simonon
Post Production & VFX: Electric Theatre Collective
Colourist: Megan Lee
VFX Artist: Brad Cocksedge
Editing: The Quarry
Editor: Ben Cowan
