If I had to create a list of the most delicious food duos of all time I wouldn’t be shocking anyone with my choices. Peanut butter and jam (Or jelly as it’s more affectionately known across the pond), salt and vinegar, pancakes and syrup and perhaps the best of all time; milk and cookies.
Is there anything more satisfying than dunking a perfectly sweet, crisp cookie into a wonderfully chilled glass of milk? I think not.
So, to my absolute delight, I made a chance discovery on the Oatly ‘Cookies and not milk’ van in central Hackney last week. FREE milk and cookies?! Um, yes please!
I am already a huge fan of Oatly and an even bigger fan of what they’ve been doing with their advertising campaigns recently. They seem to hit the mark perfectly and manage to be engaging, informative, cheeky and innovative all at the same time.
Their latest tag line ‘it’s like milk but made for humans’ couldn’t be more direct.
The first run of this campaign, in Sweden, prompted a law suit from the Swedish Dairy Lobby and subsequent ban of the campaign. Undeterred, Oatly have spent £700,000 bring the same campaign to the UK.
Agree with the tag-line or not, it’s set perfectly to get people talking, and with veganism on the rise it’s likely to get quite a few of them listening too.
In a world of overly thought-out, complicated and often confusing advertising this is a real treat… even before I’ve had my free cookie and not milk.
Great work Oatly!