Client: Oatly

Description: To create a comprehensive advertising campaign around the launch of the new Non-Dairy Brie.

Tagline:

• Embrace the Brie

Target Audience:

Our target audience is men, women and all genders who consume non-dairy products, ages 2-80+, and are actively seeking non-dairy product incorporation in their lifestyle, offering oat-based products that replicate the look and taste of dairy with sustainable production processes. This audience is actively searching for alternatives to dairy products and finding products that incorporate clean ingredients and sustainable practices at an affordable price.

Distribution:

The story will be told through various outlets. The news release will be sent out to outlets such as Food & Wine, Bon Appetit, Food Network Magazine, Real Simple and PRNewswire, as these are outlets that showcase recipes and food products. The infographic will be pushed on their company website as well as various outlets such as Bon Appetit, Real Simple, and Food & Wine and promoted through social media stories with direct links to their website for people to learn more. Starting off in Los Angeles, the billboard will be featured and run through the billboard surrounding Century City as a lot of people of various ages of the target audience shop at the mall with a direct view of the billboard. There is a Gelson’s located in the mall where the Brie will be promoted and driven by the billboard throughout various hours of the day. The digital advertisement will be pushed through YouTube ads. The print ad will run in various magazines such as Bon Appetit, Vogue, and Harper’s Bazaar, and it will be pushed through online outlets of the same publications and social media sites. Lastly, the social media campaign will run throughout their social media to promote the launch of the non-dairy Brie.

Campaign Goal:

To create awareness and generate sales for Oatly’s new non-dairy Classic Brie, which will be launching just in time for spring. The goal of this entire campaign is to get the attention of non-dairy lovers everywhere and raise awareness of Oatly’s new launch of the non-dairy brie. To achieve this goal, the comprehensive campaign will show the products in a new light to capture the hearts of various audiences. This launch will be promoted in various Whole Foods and Gelsons’ locations as well as natively on their website, with promotions during in-store events and select dates to incentivize audiences. 

Campaign Purpose:

The brand has just decided to launch the non-dairy brie just in time for spring and summer, for users to incorporate into their daily food lifestyle. Since this is the first hard cheese product the brand is launching, this campaign is necessary to raise awareness amongst existing and new purchasers. It is necessary to generate sales, create buzz and secure placements across various social platforms. The company must raise awareness amongst new and existing customers in order to generate sales for the new product.

All content on this page is for educational purposes only and has no official affiliation with Oatly.