Oatly and Giggs: A Sweet Collaboration to Tackle Lactose Intolerance
November 21, 2024, 10:53 am
Grand View Research
Location: United States, California, San Francisco
Employees: 501-1000
Founded date: 2014
In a world where dairy often reigns supreme, Oatly is flipping the script. The Swedish oat milk giant has teamed up with British rapper Giggs to launch a unique campaign that marries music, culture, and a shared struggle: lactose intolerance. This collaboration is not just about cake and custard; it’s a bold statement about inclusivity in the food industry.
Oatly has made a name for itself by challenging dairy norms. Their latest initiative, “Custard by Giggs,” is a limited-edition giveaway that aims to highlight the plight of the lactose intolerant. Giggs, known for his hits like "Walk in da Park," has a personal connection to this cause. Like many, he faced the harsh reality of giving up beloved desserts when lactose intolerance struck. The campaign is a response to a growing need for dairy-free alternatives, especially in a country where nearly 8% of the population suffers from this condition.
The giveaway features 500 exclusive kits, each containing a ceramic plate, a steel spoon, a textile napkin, and, of course, Oatly’s coveted vanilla custard. This isn’t just a marketing gimmick; it’s a heartfelt attempt to bring joy back to those who have had to forgo their favorite treats. The event will take place at Ayres Bakery in Peckham, Giggs’s hometown, where fans can snag these limited-edition goodies. For those unable to attend, 30 kits will be available online, ensuring that more people can partake in this sweet experience.
Giggs’s journey to this collaboration is as compelling as the campaign itself. After struggling to find Oatly’s vanilla custard in stores, he reached out to the brand. His passion for the product is palpable. He recalls the joy of cake and custard from his childhood, a joy that was abruptly halted by lactose intolerance. This shared experience resonates with many, as two-thirds of lactose intolerant individuals miss out on their favorite desserts. Giggs’s story is a reminder that food is not just sustenance; it’s a connection to our past, our culture, and our loved ones.
Oatly’s campaign also sheds light on a significant issue: the lack of dairy-free options in the UK. Despite the rising demand for vegan and lactose-free products, many consumers still struggle to find suitable alternatives. Oatly’s research indicates that 68% of Brits face challenges locating non-dairy options in supermarkets and restaurants. This is a call to action for retailers to expand their offerings and cater to a growing demographic that seeks inclusivity in their food choices.
The collaboration is not just about products; it’s about storytelling. Oatly and Giggs have crafted a series of short films that bring the campaign to life. In these films, Giggs plays a bakery owner navigating the challenges of running a shop that caters to those with dietary restrictions. The humor and relatability of these scenarios highlight the absurdity of a world where cake is served without custard. It’s a clever way to engage audiences while driving home the message of the campaign.
Moreover, the partnership emphasizes the importance of community. By positioning Giggs, a beloved figure in British music, at the forefront of this initiative, Oatly taps into a cultural zeitgeist. It’s not just about selling a product; it’s about creating a movement. The collaboration encourages conversations around lactose intolerance and the need for more diverse food options. It’s a reminder that food should be accessible to everyone, regardless of dietary restrictions.
As the UK’s vegan dessert market is projected to double by 2027, Oatly is positioning itself as a leader in this space. The brand’s commitment to transparency and quality is evident in its products. By focusing on the needs of lactose intolerant consumers, Oatly is not only filling a gap in the market but also fostering a sense of belonging for those who often feel excluded from food experiences.
The “Custard by Giggs” campaign is a testament to the power of collaboration. It showcases how brands can leverage cultural icons to address real-world issues. In a landscape where consumers are increasingly conscious of their choices, Oatly’s partnership with Giggs is a refreshing reminder that food can be both enjoyable and inclusive.
In conclusion, Oatly and Giggs are serving up more than just cake and custard. They are dishing out a message of inclusivity, community, and the importance of catering to diverse dietary needs. This campaign is a sweet reminder that everyone deserves to enjoy their favorite treats, regardless of their dietary restrictions. As the world continues to evolve, so too must our approach to food. Oatly is leading the charge, and with Giggs by their side, they are making waves in the dairy-free movement. The future looks bright for those who seek delicious alternatives, and this collaboration is just the beginning.
Oatly has made a name for itself by challenging dairy norms. Their latest initiative, “Custard by Giggs,” is a limited-edition giveaway that aims to highlight the plight of the lactose intolerant. Giggs, known for his hits like "Walk in da Park," has a personal connection to this cause. Like many, he faced the harsh reality of giving up beloved desserts when lactose intolerance struck. The campaign is a response to a growing need for dairy-free alternatives, especially in a country where nearly 8% of the population suffers from this condition.
The giveaway features 500 exclusive kits, each containing a ceramic plate, a steel spoon, a textile napkin, and, of course, Oatly’s coveted vanilla custard. This isn’t just a marketing gimmick; it’s a heartfelt attempt to bring joy back to those who have had to forgo their favorite treats. The event will take place at Ayres Bakery in Peckham, Giggs’s hometown, where fans can snag these limited-edition goodies. For those unable to attend, 30 kits will be available online, ensuring that more people can partake in this sweet experience.
Giggs’s journey to this collaboration is as compelling as the campaign itself. After struggling to find Oatly’s vanilla custard in stores, he reached out to the brand. His passion for the product is palpable. He recalls the joy of cake and custard from his childhood, a joy that was abruptly halted by lactose intolerance. This shared experience resonates with many, as two-thirds of lactose intolerant individuals miss out on their favorite desserts. Giggs’s story is a reminder that food is not just sustenance; it’s a connection to our past, our culture, and our loved ones.
Oatly’s campaign also sheds light on a significant issue: the lack of dairy-free options in the UK. Despite the rising demand for vegan and lactose-free products, many consumers still struggle to find suitable alternatives. Oatly’s research indicates that 68% of Brits face challenges locating non-dairy options in supermarkets and restaurants. This is a call to action for retailers to expand their offerings and cater to a growing demographic that seeks inclusivity in their food choices.
The collaboration is not just about products; it’s about storytelling. Oatly and Giggs have crafted a series of short films that bring the campaign to life. In these films, Giggs plays a bakery owner navigating the challenges of running a shop that caters to those with dietary restrictions. The humor and relatability of these scenarios highlight the absurdity of a world where cake is served without custard. It’s a clever way to engage audiences while driving home the message of the campaign.
Moreover, the partnership emphasizes the importance of community. By positioning Giggs, a beloved figure in British music, at the forefront of this initiative, Oatly taps into a cultural zeitgeist. It’s not just about selling a product; it’s about creating a movement. The collaboration encourages conversations around lactose intolerance and the need for more diverse food options. It’s a reminder that food should be accessible to everyone, regardless of dietary restrictions.
As the UK’s vegan dessert market is projected to double by 2027, Oatly is positioning itself as a leader in this space. The brand’s commitment to transparency and quality is evident in its products. By focusing on the needs of lactose intolerant consumers, Oatly is not only filling a gap in the market but also fostering a sense of belonging for those who often feel excluded from food experiences.
The “Custard by Giggs” campaign is a testament to the power of collaboration. It showcases how brands can leverage cultural icons to address real-world issues. In a landscape where consumers are increasingly conscious of their choices, Oatly’s partnership with Giggs is a refreshing reminder that food can be both enjoyable and inclusive.
In conclusion, Oatly and Giggs are serving up more than just cake and custard. They are dishing out a message of inclusivity, community, and the importance of catering to diverse dietary needs. This campaign is a sweet reminder that everyone deserves to enjoy their favorite treats, regardless of their dietary restrictions. As the world continues to evolve, so too must our approach to food. Oatly is leading the charge, and with Giggs by their side, they are making waves in the dairy-free movement. The future looks bright for those who seek delicious alternatives, and this collaboration is just the beginning.