Campaign of the month: Oatly
Swedish oat drink giant hoping new ad campaign acts as a springboard for a switch to a plant-based diet among elders
Oatly has launched its first UK TV, digital, print and social campaign with a focus on shifting a stubborn middle-aged demographic towards a plant-based diet.
The Swedish oat drink company has launched ‘Help-Dad’ to start a dialogue around changing consumer behaviours to eat and drink in a more sustainable way.
The TV shorts flip the traditional narrative of parents being concerned about their teenagers’ antics, with the kids wanting to talk to dads about their levels of dairy intake instead.
The campaign debuted with two shorts back-to-back during ITV’s primetime show The Voice UK on Saturday 16 January.
The campaign will continue to run across TV, YouTube and social media for a three-week period, as well as Spotify, Twitch and podcast ads.
The ads were produced by Smuggler, which has also created campaigns for Uber Eats and Calvin Klein, with Tom Speers acting as director.
Additionally, Oatly has launched a Help-Dad website which features stats, conversation starters and plant-based recipes to help encourage the older generation to make the switch to a plant-based diet.
Finally, in partnership with The Guardian, Oatly will produce three supplements that will tackle topics concerning the climate crisis, including a 24-page guide that will run at the end of January.
Michael Lee, Oatly creative director, said: “We know we’re in the midst of a climate emergency, but there’s a group in society who aren’t grasping the urgency of it. Our research reveals that middle-aged men in the UK are the least likely to give up their meat and dairy for the sake of the planet, often despite the best efforts of their teenage children.
“Help-Dad is our way of helping teens help their dad or mum or uncle or anyone else in their life in need of some veggification, to adopt a more plant-based lifestyle. Hopefully, by encouraging some difficult dinner-table conversations across the nation, we can get climate-friendly food and drink on even more family shopping lists this year,” he added.