Oatly launches new campaign in Australia to educate on plant-based diet

Oatly has launched The New Norm&Al Show in Australia, a marketing campaign that goals to start out the dialog of normalising plant-based weight loss plan.

Oatly, the world’s unique and largest oat drink firm, in the present day launched The New Norm&Al Show in Australia. The marketing campaign goals to kick off a nationwide dialog about how consuming a plant-based weight loss plan is a very regular alternative as of late, all via the medium of…puppets.

‘The New Norm&Al Show’ is a mini-series of 5 episodes (every between 2-5 minutes lengthy) that includes two oat drink carton puppets named Norm & Al (AKA norm-al) who, similar to many people, try to navigate the shift to extra plant-based consuming. The duo present us that anybody can strive adopting a plant-based weight loss plan, you don’t need to be a hipster to make the transfer away from dairy or meat and also you don’t have to go totally vegan in an effort to make a distinction to the planet.

Behind the inventive execution is Annie-nominated (one of many animation trade’s high awards) Director Conor Finnegan and puppet maker Andy Gent who’s finest recognized for Wes Andersen’s cease movement epic function Isle of Dogs. The stellar voice forged consists of: Alexander Perkins (The Office) who performs Norm, Ethan Lawrence (After Life) who performs Al, and Rob Witcomb (Transformers: The Last Knight) who performs Milk.

Oatly’s Creative Director, Michael Lee feedback: “After trying to help people eat more plant-based with super long Instagram posts, a dorky AFL Grand Final ad and nonsensical headlines, we’ve now landed on puppets to do the job. THE NEW NORM&AL helps us deliver a message that people might normally roll their eyes at, but because it’s puppets, well, who doesn’t like puppets?”

All 5 episodes of ‘The New Norm&Al Show’ are actually stay on YouTube and The launch can also be supported by a digital media purchase marketing campaign throughout social media (YouTube, Instagram and Facebook) and broadcast VOD (7Plus, 10Play, 9Now and SBS On Demand) till 3 April 2022. In basic Oatly vogue, customers may also anticipate to see the marketing campaign run throughout OOH on buses and trams till 10 April 2022 in Melbourne.

In retail, Norm & Al will probably be making an look via stickers, wobblers and extra in 20 specifically chosen unbiased retailers. Through a partnership with Woolworths, the puppets will even be popping up in additional than 90% of shops throughout the nation.

In addition to the digital, OOH and retail campaigns, Oatly has partnered with Milkrun in Sydney this week to ship free samples of Oatly Barista Edition with each order made on Milkrun for so long as inventory lasts.

Speaking of the partnership, Milkrun Head of Creative, Matt Knapp, says: “When Oatly approached us to give out 5,000 free cartons of oat milk to our loyal customers we were a little apprehensive. What would they think about a company called MILKRUN giving out something that technically isn’t milk? But then we realised people love free sh*t, so we jumped at the opportunity.”

From 25-26 March, Oatly will even give away 1000’s of pattern oat coffees in particular Norm & Al cups from over 35 cafes round Australia to anybody who quotes ‘I like puppets’ on the until.


Creative: Oatly Department of Mind Control
Creative Director: Michael Lee
Production Company: Nexus Studios
Director: Connor Finnegan

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