Raising the bar:
an extra-oat-dinary tasting experience
How can a new local oat milk brand compete with the likes of global heavyweights, and in an already crowded plant-based milk category?
Rather than fighting for a share of the same plant-based audience, we decided to go for people who DON’T care for alternative milk; we focused on the taste and texture, and injected OATSIDE into popular food culture.
We brought them on a journey of taste thanks to our highly-trained milk sommelier and a purposeful guided infographic highlighting key features, flavour profiles, and ingredients, allowing guests to truly understand and appreciate the nuances of OATSIDE.
We took them on a visual journey too by transforming a private members club into the “OATSIDE living room”. Displaying branded photo albums to coffee table book covers and larger than life assets deliberately designed for the ‘gram, we successfully showcased the OATSIDE way of life. We even published our own morning news, delivering the brand’s fresh perspective on the category.
These shareable moments and crafted assets resulted in a large volume of earned KOL coverage. We also achieved 316 pieces of coverage across broadcast, radio, print, online and social - that’s approximately over 315 million in reach. Best of all, OATSIDE secured the number one sales position for all alternative milk on leading eCommerce platforms in the month of launch (ousting global competitor Oatly, amongst many others!).