Oatly's 'Support Your Local Oat Dealers' Campaign Helps Local Cafes and Marks billups' Entry into the Australian Market

Oatly is stepping up and supporting local businesses with its new campaign, "Support Your Local Oat Dealers," which calls on Australians to support their favourite oat milk cafes across Melbourne and Sydney. Born from Oatly's desire to uplift local cafes and baristas while helping consumers in challenging economic times, this initiative provides a much-needed boost to foot traffic in participating establishments. 

Campaign Overview: 1800-OATFIX Promotion

Running throughout September, Oatly's campaign celebrates its 1800-OATFIX hotline which offers customers the opportunity to hear oats mooing, leave a message or for this week only, invites consumers to redeem a code for free Oatly coffees at participating Oat Dealer cafes. During this pivotal promotion week, all elements of the campaign converge, to create an unmissable presence across Sydney and Melbourne cafe hotspots, driving awareness and support for the local cafe culture.

billups' Hyper-Targeted OOH Campaign: A Strong Entry into the AU Market

Working closely with Oatly, billups has delivered a hyper-targeted neighbourhood takeover campaign.The campaign is the first major project in Australia for billups since launching in June 2024 and positions billups as a new but strong player in the Australian out-of-home (OOH) space, using a range of creative and immersive tactics:

• Poster dominations and digital large-format billboards with 100% share of voice (SOV) in high-traffic areas.
• Rail station takeovers, bus shelter wraps, and sandwich board activations across key neighbourhoods in Sydney and Melbourne.
• Shop interior decals to transform cafe interiors, creating an immersive Oatly experience.
• Barista-specific creatives tailored to each location, ensuring Oatly's branding aligns with local cafes, further enhancing their visibility.

"It was a pleasure to work so closely with such a strong and strategic media partner. billups absolutely nailed it," said Hazelle Klønhammer, Brand Director, Oatly, APAC. The campaign is laser-focused on placing Oatly in neighbourhoods where its barista and cafe partnerships thrive, ensuring a standout pink Oatly presence throughout the area.

The Barista Experience: Celebrating Local Cafe Heroes

In addition to the primary campaign, Oatly launched a unique barista experience—a celebration for all the cafes participating in the campaign. The official launch party featured a full shop interior decal designed for the event and served as a thank-you to the cafes that have long supported Oatly's mission of promoting plant-based alternatives.

"billups is Oatly's global OOH partner, and we're thrilled to now add Australia to the mix. Planning and executing our 'Support Your Local Oat Dealer' campaign has been a pleasure, especially with the support of such an amazing team," added Magda Szmilewska, Global Media Manager, Oatly.

Community-Focused Campaign Impact

The "Support Your Local Oat Dealer" campaign demonstrates how brands like Oatly can leverage their platforms to support communities. By aligning with local cafes, Oatly provides real value to both businesses and consumers, appealing to plant-based product fans and a broader audience interested in supporting local businesses. billups' hyper-targeted OOH placements have ensured that the campaign resonates with the right audience at the right time, driving engagement and creating a lasting presence.

Advertiser: Oatly
Creative: Oatly
Media Agencies: billups and Jellyfish