Reading Time: < 1 minute

Oatly‘s landmark vegan oat drink advertising campaign has been spotted as a wrap on major magazine Time Out.

The slogan, which says ‘It’s like milk but made for humans’, is featured on the cover alongside other log lines from the Swedish company. When the campaign was launched inSweden several years ago, Oatly was sued by the dairy industry.

It is part of a £700k cross-media campaign which recently launched, running across major transport hubs in London including Kings Cross and Oxford Circus. The company also has a video advert playing on on-demand channel 4oD.

Oatly’s video advert shown on 4oD

Cow’s milk is for baby cows

“Some consider our messaging to be controversial,” Oatly’s Creative & Strategic Director (International Markets), Michael Lee speaking about the campaign 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.”

Maria Chiorando

Maria is the editor of 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.