Reading Time: 2 minutes PBN's Klaus Mitchell spotted the sign in Waterloo Station (Photo: PBN. Do not use without permission)
Reading Time: 2 minutes

A gigantic sign in London’s Waterloo Station says: “Go Ahead, Eat Like A Vegan.”

The sign was created by Swedish plant-based company Oatly as part of an advertising campaign for its oat-based ice-cream which was recently launched in the UK.

Advertising campaign

The posters are part of Oatly’s biggest-ever campaign, as it launches its ice-cream into the UK. The campaign is called: ‘From Oatly with Love Handles’.

Oatly says it has ‘taken over key sites across London including Shoreditch and Hackney murals and Waterloo, London Bridge and Euston station’. It is also creating murals and banners in Brighton. Other promotion will run via print, sampling, in-store, PR, influencer and social activity.

The brand says it is promoting the ice-cream with a very honest message – ‘this is no health food’. Despite this, it will be advertising the product in PureGyms across the country, ‘encouraging everyone to indulge a bit this winter’.

‘Decadent and reckless’

Oatly’s Creative Director, Michael Lee, said: “This launch campaign hopes to broadly connect with ice cream lovers across the UK and prove a point to the non-believers out there that being plant-based and progressive doesn’t necessarily mean you can’t be decadent and well, even a little reckless… UK, it’s time to indulge.”


Oatly is no stranger to impactful campaigns. In late 2018, it launched a UK-wide advertising push by the brand, which included posters in major transport hubs including Kings Cross and Oxford Circus, as well as high impact sites in areas including Shoreditch, Peckham, and Brixton. Its slogan was: “It’s like milk, but made for humans.”

Following the launch of the ads last year, Oatly revealed exclusively to Plant Based News that ‘the campaign created such a rush on Oatly products, that we’ve blown way past our expected sales targets’.

“We’re pretty sure that loads of Brits have seen our ‘It’s like milk but made for humans’ campaign these past weeks,” Oatly’s General Manager told PBN.

“It’s been very impactful and we’ve seen a growth in demand for all of our products. The new chilled oat drinks have been performing way ahead of expectations, but we’re busy working with our customers to cover this demand.

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Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.