Oatly, the world’s original and largest oat drink company, has launched its latest 360 integrated campaign that heroes the delicious taste of Oatly Barista Edition.
It comes as a recent blind taste test*, where participants were asked to try an oat drink coffee and a cow’s milk coffee, suggests that potentially up to four times as many consumers prefer the taste of coffee with oat drink than currently purchase it. This indicates that tens of millions of people could be missing out on a tastier coffee experience every day.
In response, Oatly is touring the length of the country in March and April and parking up in key cities (from Bristol, Birmingham, Edinburgh, Leeds to Glasgow) to hand out free Oatly flat whites to those who may never have had the opportunity to try it before.
Passers-by will be in for the chance to put historical preferences to one side and find out for themselves if they are one of the millions who has been missing out on their perfect coffee pairing.
To encourage further trial, Oatly will also partner with local cafes, where hundreds of free oat coffees will be handed out first come first served across a 5-day period after the taste-test van has visited.
In London, Oatly has partnered with popular coffee company Grind to give away 200 free coffees per its 14 participating stores on Monday 31st March. Grind’s Shoreditch café will also be hosting a morning get-together in collaboration with Oatly and NTS radio on Saturday 29th March, giving people the opportunity to sample Oatly as the NTS Saturday Breakfast Show, hosted by Macca, is broadcast live from the café.
Alongside the tour, ads cheekily pointing out that people love Oatly “when they don’t know it’s Oatly” will run on Oatly owned social media channels and Spotify, alongside connected TV commercials across Netflix’s Food and Wellness genres as well as ITVX and Channel 4. The campaign will also be supported via PR, Out of Home media and influencer collaborations.
Filip Nilsson, executive creative director at Oatly, explains: “People love Oatly in their coffee, they just don’t know it yet! Our blind taste tests showed there are potentially millions of people missing out on a first-class taste experience, so we’re going on a journey to sample delicious Oatly coffees to people across the UK who may never have had the chance to try it before – proving what we know to be true. Our oat drinks taste delicious.”
As well as being dairy and soy free, Oatly’s core range benefit from the inherent goodness of fibrous oats and contain vitamins and minerals including calcium, riboflavin, vitamins B12 and D. They are low in salt and saturated fats and do not contain added sugar, sweeteners, emulsifiers, stabilisers, colours, or flavours. Best of all, they have a consistently lower climate impact than comparable cow’s milk[1].
To find out how to conduct your own blind taste test, just visit http://dotheblindtastetest.com.
