The posters have already started attracting attention (Photo: Instagram) - Media Credit:

‘It’s Like Milk But Made For Humans’ Vegan?Oatly Campaign Launches In UK

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Oatly is launching a major campaign across the UK to encourage people to ditch dairy and opt for vegan milk instead.

The £700k cross-media campaign will run across major transport hubs including Kings Cross and Oxford Circus, as well as high impact sites in areas including Shoreditch, Peckham and Brixton.

Its slogan reads: “It’s like milk, but made for humans.” When Oatly launched the same campaign in Sweden in 2015, it was sued by the dairy industry.

Cow’s milk is for baby cows

“Some consider our messaging to be controversial,” Oatly’s Creative & Strategic Director (International Markets), Michael Lee said in a statement sent to Plant Based News.

“We disagree. It’s fact, because our oat drinks actually are made for humans, rather than for baby cows.

“Although we lost a lawsuit from the Swedish dairy industry in 2015, we still believe in the line, it’s still the truth, which is why you’re seeing it across the UK.”

This month, Oatly unveiled a brand new range of chilled oat drinks: Oatly Skinny, Semi and Whole.

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The Author

Maria Chiorando

Maria is the former editor for Plant Based News. She has been a newspaper reporter and features writer. Her work has been published by The Guardian and The Huffington Post, among others

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