New ‘totally normal’ creative from Oatly celebrates launch of Oatgurt in UK


Oatly, the original Swedish oat drink company, has unveiled its latest cross-media campaign centred around its newest product Oatgurt – an oat-based yoghurt alternative available in four flavours.

The campaign features the tongue-in-cheek creative message of ‘normal’. Oatgurt tastes just like dairy yoghurt, without travelling through the body of a cow, or taxing the planet’s resources in the process. Plant-based yoghurt just became normal.

Oatly has been helping people to make an easy switch to a more sustainable, plant-based diet for over 20 years, and there was a time when a product like Oatgurt was nowhere near normal tasting. So ‘tastes totally normal’ is exciting, and it’s this message, in Oatly’s recognisable tone and punchy, bold style, that comes through across OOH, PR, social, print and sampling activity.

The two week campaign sees Oatly take over its UK heartland of Shoreditch, where much of the brand’s success in the UK began. Other key locations include Dalston, Hackney, Peckham, Brixton and Brighton, where the creative message of ‘normal’ will starkly contrast against the current unfamiliarity of the settings.

The creative will also feature in print in The Guardian, Metro, Evening Standard and Time Out and will also run through social.

Michael Lee, Creative Director at Oatly Europe comments: “’Normal’ might seem somewhat unambitious, but actually, for people to say that our plant- based Oatgurt tastes just like normal yoghurt – well that’s a pretty great compliment, especially when you consider that our ‘normal’ doesn’t involve a cow as a pre-processing plant for your morning muesli fix. You could say that this Oatgurt tastes nothing like you expect – and by that we mean it tastes exactly like you expect.”

Oatgurt is available now in Strawberry, Blueberry, Plain & Greek variations.

You can find Oatgurt in Tesco, Sainsbury’s & Waitrose.