Have you seen them? Oatly plasters ‘oat dealer’ mugshots for new campaign
Oat drink pioneer Oatly is assisting Sydney’s and Melbourne’s baristas and local cafes in a campaign that blasts their details across both metropolitan locales.
Through its crime-themed platform, the brand has labelled baristas as ‘oat dealers’ and set up large-scale billboards and posters featuring the dealer’s mugshot, name and the address of the cafe where they work. 22 cafes and 27 baristas are featured in the “Support Your Local Oat Dealer’ campaign.
Apart from highlighting their baristas, the work was created to generate awareness of the cafes and provide them with an advertising platform they may not have the funds to fully invest in.
The campaign also helps everyday Australians save some money while getting their coffee fix. Oatly set up a hotline, ‘1800-OATFIX’, that people can contact “to hear oats mooing, leave a message or, for one week only, redeem a code for a free coffee at participating local Oat Dealers cafes.”
The free coffee deal runs between September 16 and 22.
Oatly’s brand director APAC, Hazelle Klønhammer, unpacked the ideas behind ‘Support Your Local Oat Dealer’, saying: “Our idea is riff on urban vernacular and literally call out individual local Aussie baristas, or Oat Dealers if you will, and the cafes they work at, by name, image, and cafe address on their own posters and plaster them across Melbourne and Sydney.”
Klønhammer added: “Rather than spend our marketing budget entertaining people with our usual Oatly advertising, we’ve chosen to help the community, by shining a spotlight on the cafes and their baristas to help support their business by driving consumers directly to their cafes. And to help consumers, by surprising them with a free coffee.”
‘Support Your Local Oat Dealer’ is already in market, playing across TikTok, YouTube, outdoor, Instagram and digital channels.
Oatly has also invested in media partnerships with Urban List, Pedestrian TV, Broadsheet and Concrete Playground for the campaign.
Credits
Hazelle Klønhammer, brand director APAC
Lars Elfman, global design director
Carlos Furnari, creative director
Ramon Rodriguez, designer
Paul Hermes, photographer
Antje Dittman, creative project lead
Patrick Danroth, production manager
Magda Szmilewska, media manager
Kerene Lo, brand lead APAC
Lucy Lamming, PR manager APAC
Media Agencies: Billups and Jelly Fish
Hugh McDonnell, Event Photographer
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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