Oatly – known around the world for its high-impact, non-apologetic billboards – worked closely with Talon and PhD to adapt one of its original, witty campaigns to the Irish market including a full Luas Wrap and takeover of Heuston Station.
The campaign launched in conjunction with new research commissioned by Oatly that reveals consumption of plant-based dairy and meat alternatives looks set to hit the mainstream in Ireland in 2023. The survey found three in ten Irish adults are planning to swap to more plant-based food and drinks this year.
Running during Veganuary – the OOH campaign went live on the 16th of January. It could be seen on high-impact unmissable formats across Dublin such as the iconic Ranelagh 240 sheet, a Heuston Station takeover, an internal Luas tram domination and a full Luas wrap amongst other cover & frequency formats.