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Creative Creative Works Out-of-home

Oatly positions itself as as milk’s successor in latest outdoor campaign


By John Glenday, Reporter

May 17, 2023 | 3 min read

The alternative milk brand is taking its non-dairy crusade to the streets of the UK with what is being billed as its largest out-of-home campaign to date.


Oatly pours resources into streetside milk messaging

Street corners, subway stations and gable walls are being requisitioned in a concerted effort to make pedestrians, travelers and motorists aware that Oatly has picked up the baton from milk and ran with it.

‘Thanks milk, we’ll take it from here’ waves goodbye to cow’s milk and hello to oat milk by choosing to stand on the shoulders of the dairy industry rather than wage war with it.

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Building on well-established milk practices the digital and out-of-home approach directs people to the official milk website of UK dairy with an observation that if a recipe has cow’s milk in it then oat milk will work just as well, echoing its North American approach.

Oskar Pernefeldt, creative director for Oatly, explained: “Oatly wouldn’t exist without milk and we wouldn’t be here talking about this campaign if it weren’t for milk. So this was our way of giving a shout-out to the dairy industry for all the great work they’ve done over the past hundred years educating the public. Because of them, people know exactly how to drink, eat, cook, bake and fry using our products. And we’ve not had to explain a thing."

A street presence in London, Glasgow and Manchester is augmented by online and printed media partnerships as well as influencer partnerships, to communicate Oatly’s milk evolution – not revolution.

Creative Creative Works Out-of-home

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