Case Study: Oatly boosts UK brand awareness with Billups' multi-city OOH campaign

Oatly reaches 115M impressions with Billups across the UK

The plant-based brand Oatly aimed to boost awareness of its Barista Edition oat milk among UK coffee drinkers and convert skeptics by proving its taste in a crowded market. Their challenge was to reach new potential drinkers with the message that people love Oatly in coffee when they don't know it's Oatly. The vendor, Billups, executed an out-of-home (OOH) advertising campaign to meet this goal.

Billups launched a high-impact, multi-city OOH and digital OOH campaign supported by a unique blind taste test activation that served over 8,000 free coffees. The solution utilized large-format banners, 6-sheet posters, and wild posting in major urban centers. The campaign achieved a 24% reach against its target audience and delivered over 115 million digital impressions, exceeding its forecast by 29%. It also successfully created a cultural moment and significant social media engagement.

Oatly