Oatly Ocheese Original: Campaign Media Kit

Creative brief

Company Background:
Founded in Sweden in 1993, Oatly is a pioneering company within the food and beverage sector, specializing in oat milk and a variety of other oat-based dairy alternatives. The company offers a rich portfolio of products, ranging from oat milk to dairy-free yogurt and ice creams, all centered around oats as the main ingredient. Oatly's flagship product, oat milk, is famous for its creamy texture. Initially targeting markets in Sweden, Germany, and the United Kingdom, Oatly is now gaining popularity aligning with US lifestyle trends. The company utilizes an immersive and creative marketing strategy, as well as emphasizing its devotion to saving the planet. Sustainability stands at the core of Oatly's values. By advocating for the replacement of dairy products and aiming to reduce the carbon footprint, Oatly contributes significantly to actions and education.
Project Objective: To introduce the new launch of Oatly Ocheese Original, an oat-based cheese, and encourage customers to be open-minded, exploring and playing with all the possibilities it offers to spark their everyday meals.
Target Audience:
- Millennials and GenZ
- Vegan and vegetarian
- Lactose-intolerant and dairy-free consumers
- Sustainability and eco-friendly awareness advocates
- People who are conscious about healthy lifestyle
- Loyal Oatly customers
Competitors:
- Rucksack Foods: the company that produces OATzarella and other dairy-free cheese products.
- Chobani: the company owns a rich portfolio of dairy and dairy-free products and expanding its reach into oat-based products.
- Minor Figures: produces good quality oat milk and projects similar playful packages and advertisements.
Key Message: living healthier without compromising appetite.
Key Consumer Benefit:
- Fulfilling guilty pleasure: People love cheese in so many ways. Ocheese solves the problem of ‘too greasy/ too much fat’ and brings in a lighter heart when embracing cheese dishes.
- Giving credits to helping the planet, raise social awareness.
- Boost on healthy diet and lifestyles
Attitude: Lighthearted, playful, whimsical.
Call to action: Buy Oatcheese to incorporate into daily cheese dishes.
Distribution:
- Printed: Flyer and newspaper
- OOH advertisements: Bulletins, Bus Shelter, Billboards, Wall murals, and Posters
- Digital Advertisements (Official Website, Social media posts)
Potential Taglines:
- The Future of Cheese is Oat-standing.
- Oatly's Cheesy Affair: Love at First Bite.
- O.O.O

Swot Analysis

news release

- With its consistent brand culture, Oatly has high brand visibility and loyalty among its consumers who are interested in sustainability and plant-based food.
- Product Quality and Innovation: Oatly's oat milk stands out for its outstanding product quality and constant innovation in the new product portfolio.
- The brand keeps transparency regarding ingredients, production processes, and company mission, establishing trust among consumers.
- Oatly's engaging and humorous marketing campaigns have effectively captured consumer interest and increased brand awareness.
- The brand puts consistent efforts to promote sustainability resonates well with environmentally conscious consumers.
- Oatly's relatively higher price point may push away budget-conscious consumers.
- While specialization in oat-based products is a strength, it also faces vulnerability to oat market fluctuations and changes in consumer preferences.
- Some past controversies and criticisms, such as the inclusion of rapeseed oil and the nutritional profile of its products, have cast a shadow on the brand’s reputation.
- There is a growing interest in wellness and plant-based diets for Oatly to expand its customer base.
- The brand has potential in new markets beyond Europe, especially in Asia and the Americas.
- Oatly should also expand its product range to include more oat-based and other plant-based offerings can attract a wider audience and reduce dependency on a single product category.
- It can strengthen its relationships with local cafes, retailers, and restaurants, especially by targeting the specialty coffee market. By doing this, Oatly can reinforce its position as a preferred brand of oat milk.
- The growing number of competitors entering the plant-based milk and dairy alternatives market increases competition and could challenge Oatly's market share and brand loyalty.
- The rapid shifts in consumer preferences influenced by health trends and dietary advice may impact demand. People easily followed the leading comments and slammed the oat milk as “starch juice" before. It is necessary to be the thought leader in the market and maintain positive relationships with media and lifestyle influencers.
- Reliance on oat crops and global supply chains brings challenges related to climate change, trade policies, and production costs, which could affect product availability and pricing.