Oat milk brand Oatly has collaborated with rapper Giggs for its latest campaign promoting its new limited-edition, dairy-free cake and custard kits.
According to the Swedish firm, Giggs reached out to the brand to raise awareness of lactose intolerance (suffering from the condition himself), and the campaign was born.
The campaign “Custard by Giggs” was created by Oatly in-house and stars the rapper as a bakery owner from south London.
In one 60-second spot, directed by Kelvin Jones, Giggs is seen studying a selection of cakes at a table before being overwhelmed by the noise in the café. He then whips out a box of Oatly’s vanilla custard from thin air and drizzles it on a cake.
Oatly UK and Ireland general manager, Bryan Carroll said: “When Giggs messaged us at the start of the year expressing his love for our vanilla custard, we knew this could lead to great things.
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“Together we are determined to give people choice beyond dairy – for anyone who has to or is opting to remove it from their diet.”
Alongside the short films, the campaign will be supported by digital ads, influencer campaigns and a partnership with GRM Daily.
As part of the campaign, the rapper will hand out kits to passersby at Ayre’s Bakery in Peckham today (20 November).
Giggs added: “I grew up on cake and custard, but when my lactose intolerance kicked in, when I was around eight years old, and started making me sick, the dessert I loved had to leave my life.
“When I found out my son was lactose intolerant, too, we used to go all over the place looking for dairy-free alternatives so he wouldn’t miss out. There’s not a lot of options out there, but one day we found Oatly’s vanilla custard. Not enough people know about it, so I reached out to Oatly, and here we are a few months later.”
