‘Plant-Based Is Normal’ Is Message In Major New Poster Campaign

A major new ad campaign featuring posters and print ads is promoting the idea that plant-based is 'normal'.


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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.”

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