The out-of-home (OOH) media agency Talon partnered with PHD to roll out a major campaign for the oat drink company Oatly, the brand’s first Irish OOH campaign.
The OOH campaign included high-impact formats across Dublin, including the iconic Ranelagh 240 sheet, a Heuston Station takeover, an internal Luas Tram Domination and a full Luas wrap amongst other cover and frequency formats.
The campaign coincided 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. Oatly is the fastest growing oat drink within the plant-based category.
“It’s been amazing to partner with Oatly on their first venture into Out of Home advertising in Ireland during Veganuary – an incredibly important time in the calendar for the brand to be able to engage with consumers. Oatly’s international campaigns are truly iconic, so it’s been incredible to help them bring their vision to life in the Irish market. The Luas tram domination and the Heuston Station takeover create immersive experiences for consumers that are unmissable,” says Bebhinn Maguire, client manager, Talon Ireland.
“We are excited to be working with agencies like Talon to help deliver our first major brand campaign in Ireland, raising greater awareness of the availability and benefits of plant-based alternatives to dairy,” says Bryan Carroll, general manager for Oatly in the UK and Ireland.
“At Oatly, we want to make it easy for people to make small swaps in their diet, and that means creating products that require zero compromise on taste, performance, or nutrition. Climate change is the most significant challenge we face, and scientists and researchers agree that we must reduce our consumption of animal-based foods for the benefit of our planet and our health,”he says.