Swedish oat drink brand Oatly has named London-based creative comms consultancy Blurred to lead its UK-based communications, covering consumer campaigns, corporate PR and public affairs.
Famous for its controversially snarky marketing, the oat milk firm has put more than a few noses out of joint over the past few years – even creating a website dedicated to each and every controversy surrounding it.
The decision followed a competitive pitch process, with the ESG-focused comms outfit having already worked with Oatly on a provocative campaign earlier this year, challenging dairy companies to disclose their climate data to consumers. The brand offered free advertising to any brand that opted in to the challenge.
The campaign was also directly addressed to government ministers, advisers and political influencers, with a paper laying out the case for greater carbon footprint transparency.
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“When this RFP came up, I said to the team that I wanted to win this more than anything, which is a true story. Because Oatly and what it stands for – creativity, taking risks and, most of all, giving a shit about people and planet – makes it a perfect match for Blurred and what we founded the business to do,” said Blurred co-founder, Stuart Lambert.
“We’re so proud that a company with such a culturally resonant brand, known for its creative bravery, has chosen us to be their partner. We’ve got some exciting plans for 2024 and beyond, and there are a host of issues to get stuck into. We can’t wait.”
Blurred describes itself as a creative consultancy which drives “positive impact for your business, for people and for [the] planet”.
Oatly will now join its expanding portfolio of brands, which also includes a range of international FMCG giants such as Coca-Cola, Kellogg’s, Diageo and Pringles as well as Amazon.
Oatly UK and Ireland head of communications Lucy Hopkins-Parkinson added: “From pitch through to execution, we have been consistently impressed with the team at Blurred.
“Their strategic approach, attention to detail, and impressively quick assimilation into everything weird and wonderful about Oatly has made working together a seamless experience from the start. We look forward to working with them on smart and creative ways to mobilise the post-milk generation in 2024.”
