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Swedish brand Oatly has launched its biggest ever ‘nonsensical’ UK campaign to promote its plant-based products during Veganuary.

Billboards will appear in Manchester’s Northern Quarter, Temple Meads in Bristol and across St George’s Square in Glasgow, stating: “Now you know about something called oat drink. Hope that’s okay with you?”

Ads have also been placed throughout London, including Waterloo Station and Kings Cross, where two adverts next to each other read: ‘Haven’t you seen this ad before? Total Déjà-Vu’. 

‘Oat propaganda’

In a statement sent to Plant Based News, Creative Director of Oatly Europe Michael Lee said: Michael Lee comments: “So we’ve been mostly hanging around East London for a while now, chatting up the post-milk lifestyle to anyone willing to listen and figured it might be cool to spread our oat propaganda to new people and parts of the UK we’ve never been to before. 

“So if you find yourself thinking about oat drink on a bus in Manchester or imagining a more plant-based future on the streets of Glasgow, don’t worry, it’s just our advertising trying to sell you on a cooler, cow-less and altogether more progressive way of life – through oats. Or something like that.”

Oatly’s ‘nationwide marketing drive’ also includes radio jingles, product sampling, and its very own pop-up coffee shop. 

Liam Gilliver

Liam is the Deputy Editor and Social Media Coordinator for Plant Based News. He has written for a number of top publications including Gay Times, Attitude Magazine, Oh Comely, and The Huffington Post - and is the author of 'We're Worried About Him'.