Oatly is taking its milk alternative crusade beyond the M25 with the launch of its first marketing campaign outside London.
Billed as the vegan brands biggest and most expensive push yet the out-of-home drive will promote the oat drink in cities such as Glasgow, Manchester, Bristol and Brighton throughout Veganuary via a series of off-the-wall posters.
Extending the nonsensical self-aware theme targeted at Londoners the brand awareness campaign with lines such as ‘If you don’t put that smartphone down how are you ever going to notice this ad for oat drink?’
Oatly’s 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 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 outdoor messaging will be reinforced by print, radio musical jingles, podcasts, experiential and sampling, PR, influencer and social activity.
As part of this effort, Oatly will run a pop-up coffee shop giving passers-by the chance to sample their favourite pick me up made from the milk substitute.