Oat aficionados, Oatly, begin their biggest ever nationwide campaign
Popular Swedish oat drink manufacturers, Oatly, will be travelling across the UK this month with its pop-up plant-based coffee shop.
In addition to this, the brand will be running an ads campaign – their first marketing crusade outside of London.
Hailed as their most costly and largest attempt to promote the drink in cities such as Glasgow, Manchester, Bristol and Brighton, Oatly will also be distributing free coffee and/or tea using its range of Oat Drinks.
The move, they hope, will encourage more people to make the switch from dairy milk to plant-based this Veganuary.
Oatly hopes that its first venture 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?’, the outdoor messaging will be reinforced by print, radio musical jingles, podcasts, experiential and sampling, PR, influencer and social activity.
The coffee served at the pop-up events is created by Extract Coffee Roasters, who provide sustainably sourced and roasted Arabica beans. The tea available is made by Good & Proper Tea, which sources from both ethical and sustainable tea farms.
Those with a sweet tooth will be pleased to hear that Oatly is also handing out free hot chocolates, using its new Chocolate Deluxe Oat Drink.
Oatly’s creative director, Michael Lee, commented: “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.”
“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 brand produces 73 per cent less CO2e emissions than cow’s milk, so for those wanting to make a difference to the environment whilst saving some pennies, they can do so by visiting the mobile coffee shop at the below locations:
- St Enoch Square, Glasgow: 14th & 15th Jan
- Spinningfields, Manchester: 17th & 18th Jan
- Anchor Square, Bristol: 21st & 22nd Jan
- Jubilee Square, Brighton: 24th & 25th Jan
- Canary Wharf, London: 27th & 28th Jan
For those unable to visit the pop-up coffee shop, Oatly will be giving away more free coffees across 15 cafes in the UK between the 13th and 26th January.
Oatly will also be giving 27,000 coffees in 16 cafes across the UK will be up for grabs.
See below if your nearby coffee shop is participating in the offer:
- Dept of Coffee and Social Affairs coffee shops (EC1N 7SU, W1T 5AH, W1T 1JD, E14 4HD, EC1M 6BY, E1 6EA, W2 6BD)
Timberyard coffee shop (WC2H 9DL)
- Small Batch coffee shops (BNI 3TE, BNI 2AA, BN3 3RU, BN1 1GE)
- Dept of Coffee and Social Affairs coffee shop (BS1 3BU)
- Brew Coffee Co. coffee shop (BS8 2LS)
- Idle Hands coffee shop (M1 2HF)
- PROJECT by Dear Green (G1 5QH)