Situation: Ice cream is the king of summertime treats in the U.S.--especially ice cream bars on a stick–and up until now, the dairy industry has owned everything ice cream. Oatly decided to put our plant-based frozen dessert on a stick, dip them in a chocolatey coating and turn every preconceived notion around ice cream upside down

Brief: Oatly has this incredible dipped frozen dessert bar that appeals to literally everyone. Four flavors, it’s on a stick, it’s rich and sweet and totally unique down to its eye-popping packaging . The mission was put this product in as many hands and minds as possible. Lean into the carefree fun of summer the irreverent brand of Oatly.

Objective: Introduce Oatly’s new frozen dessert bars to folks around the country. Match up the media geographically with Oatly frozen dessert bar in-store availability (For context, we geo-targeted these videos to over 900 zip codes)

Pretty simple: we gave people an Oatly frozen dessert bar and asked them what they thought. After they said “I like it” or “it’s really good”, we asked them if they’d believe the dessert treats didn’t contain any bacon, crab, mayo, or chicken or tuna fish. People’s reactions were equal parts confused and disbelief..

This twisted person-on-the-street campaign is called “That’s Not Chicken'' and it exploited the old advertising trope of ‘can-you-believe-it’s-not xyz’ taste-tests. Spoiler Alert: It’s not ice cream either. Another Spoiler Alert: it’s oats.

Brand perception and curiosity surged, confirmed through social media commentary. (see comments from below Instagram post)

https://www.instagram.com/p/CfeGw9XsjEm/?utm_source=ig_web_copy_link

Oatly reached over 13MM unique individuals in geo-targeted zip codes delivering 67MM impressions (54% over the planned amount..equating to over $200k in added value). Garnered 2.7MM engagements earning a 16% engagement rate far surpassing industry benchmarks (1- 5%). There was a 3,600% search lift from Youtube campaign brand lift study and a 9% ad recall lift. Video completion rate of 98% across Hulu + NBC, exceeded the industry benchmark of 85%. Offline, the Novelties growing dollars were +73% month over month