Oat drink company Oatly has unveiled a 360-integrated campaign highlighting the “delicious” taste.

It comes after the brand launched a blind taste test, where participants compared the taste of an oat drink coffee and a cow’s milk coffee.

The results from the experiment showed that up to four times as many consumers prefer the taste of the beverage with the oat-based drink than currently purchase it.

As part of the marketing drive, the company will tour the country during March and April to hand out free oat flat whites to those who have never tried it before.

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Filip Nilsson, executive creative director at Oatly said: “People love Oatly in their coffee, they just don’t know it yet! Our blind taste tests showed there are potentially millions of people missing out on a first-class taste experience, so we’re going on a journey to sample delicious.”

The firm will also partner with local cafes to hand out free coffees on a first-come first served basis after the taste-test van has visited.

Oatly has collaborated with London-based coffee brand Grind to hand out free drinks in 14 stores across the capital on 31 March. The Shoreditch café will also host a get-together in collaboration with Oatly and NTS radio on 29 March.

To support the tour, the brand will run advertisements across social media channels, Spotify, TV including Netflix and ITVX, PR, out-of-home and influencer collaborations.