Oatly has unveiled an ambitious 360-degree integrated marketing campaign aimed at persuading British consumers to experiment with oat milk in their tea. Despite the growing popularity of oat milk among coffee enthusiasts—over 50% of UK coffee drinkers now choose this plant-based alternative—new research from OnePoll, commissioned by Oatly, reveals a hesitance among tea drinkers. Only 4% reported using plant-based milk in their tea, and 31% expressed surprise at the idea of tea with oat milk.
The “It Works in Tea” initiative will feature a diverse range of out-of-home (OOH) advertisements, including eye-catching billboards located in Brighton, London, and Manchester. Additionally, Oatly plans to utilize digital platforms, in-store promotions, and public relations campaigns to spread the word. The campaign will also reach audiences on popular streaming platforms such as Twitch and Spotify, alongside social media channels and Connected TV commercials aired on Sky and Amazon Prime.
To address consumer skepticism, Oatly has established an “Oatly Works in Tea Convincing Centre,” accessible via a dedicated WhatsApp number. Within just 24 hours of the campaign’s launch, the brand reportedly received over 12,000 messages, indicating significant consumer interest.
Furthermore, Oatly has collaborated with renowned tea brand PG Tips to distribute 10,000 complimentary “Oatly Works in Tea Convincing Boxes.” Each box contains a 500ml carton of Oatly Oat Drink Semi, a branded Oatly tea mug, and a selection of 40 tea bags. This partnership seeks to introduce tea drinkers to the benefits of oat milk firsthand.
The campaign has garnered endorsements from notable figures, including Grant Harrold, a former butler to King Charles and a leading etiquette expert. Harrold’s support emphasizes the campaign’s cultural relevance and aligns with Oatly’s message that oat milk is a viable alternative for tea drinkers.
Filip Nilsson, Oatly’s Executive Creative Director, remarked, “Being a Swedish oat drink company, who are we to tell the British public how to drink their tea, and would we even dare? Instead of pretending to be tea experts, we wanted to tell the good people of Britain that Oatly WORKS IN TEA and then leave the rest up to them. Oatly drinks have a consistently lower climate impact than comparable cow’s milk, and with over 100 million cups of tea consumed in the UK every day, it’s a small swap with a potentially big impact… that should be added to your cup last of course.”
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