Oatly looks outside its "safe London bubble" in national campaign

Charlie Spargo's picture

Oatly, producers of oat milk and other dairy product alternatives, has launched its first national campaign, hoping to reach and convince customers outside the London bubble.

Creative Director Michael Lee said: “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 new people and parts of the UK we’ve never been to before."

Its campaign will target people in London as well as a wider range of cities including Manchester, Brighton and Glasgow. It will run in outdoor, print, radio, and podcasts, as well as via experiential, influencer and social activity, and through sampling.

It coincides with Veganuary, when people across the UK are trying a plant-based lifestyle - with Oatly intentionally promoting a range of vegan products.

Lee said: “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.”