Oatly launches biggest nationwide nonsensical UK campaign


Oatly, the original Swedish oat drink company, has unveiled its biggest UK-wide campaign to date, to promote its oat-based product range during Veganuary.

The nationwide marketing drive takes Oatly’s self-aware creative, which has dominated London sites over the past two years, to new audiences in Bristol, Manchester, Glasgow and Brighton, encouraging even more people to make the switch from dairy to oat drink. The multi-platform campaign also runs through print, radio, podcasts, experiential and sampling, PR, influencer and social activity.

OOH will appear in Manchester’s Northern Quarter, Temple Meads in Bristol and across St George’s Square in Glasgow. Oatly hopes that its first foray into new cities will take its mission of positively impacting the planet into broader areas of society, with advertising stating “Now you know about something called oat drink. Hope that’s okay with you?”.

Not forgetting its UK heartland, the Oatly ads will still be seen across the capital including Waterloo Station and Kings Cross. However, the campaign will see Oatly ads appear in new sites, for the first time taking over Canary Wharf, with ads asking passers-by “Haven’t you seen this ad before? Total Déjà-Vu”

The campaign also sees Oatly hit the road with its own pop-up coffee shop. Last year, a new initiative saw Oatlybegin labelling all products with a number that defines its climate impact, from oat field to store in Carbon Dioxide Equivalent (CO2e). Now, Oatly is offering people up and down the country the chance to sample Oatly’s Skinny, Semi and Whole oat drinks in coffee from the sustainable Extract Coffee Roasters.

Those preferring to sample oat drink in tea will find it provided by Good & Proper Tea, which sources from both ethical and sustainable tea farms. Anyone with a sweet tooth can also sample hot chocolate, made with Oatly’s Chocolate Deluxe.

Oatly fans should also keep their ears pricked for podcast and radio activity throughout the campaign. Oatly’s creative director, Michael Lee, will be taking over British airwaves introducing a series of jingles inspired by a range of music genres, from Punk to Barber Shop to Electronic, which will be heard across the likes of Absolute, Capital and Heart. The jingles will play throughout the campaign, and are, according to Lee, “the best ever jingles, produced for an Oat drink company, in the history of the world.”

Lee comments: “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. 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.”