A major new ad campaign is promoting the idea that plant-based is ‘normal’.
Advertising the brand’s newest product Oatgurt – an oat-based yogurt alternative available in Strawberry, Blueberry, Plain & Greek variations – Oatly says ‘plant-based yogurt just became normal’.
‘A great compliment’
In a press release sent to Plant Based News, Michael Lee, creative director at Oatly Europe, said: “‘Normal’ might seem somewhat unambitious, but actually, for people to say that our plant-based Oatgurt yogurt just like normal yoghurt – well that’s a pretty great compliment, especially when you consider that our ‘normal’ doesn’t involve a cow as a pre-processing plant for your morning muesli fix.
“You could say that this Oatgurt tastes nothing like you expect – and by that we mean it tastes exactly like you expect.”