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.