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A major new ad campaign is promoting the idea that plant-based is ‘normal’.

The campaign, by Swedish oat giant Oatly, features large posters in East London and print ads in The Guardian, Metro, Evening Standard, and Time Out, as well as running on social media.

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.”

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.