That’s Not Real Chicken
We’ve all seen/heard the trope a million times.
Whether it be on a commercial, on a cooking show, or a reality TV blind taste test, we’ve all seen folks trying an alternative meat or dairy product and exclaim “I can’t believe that’s not real [insert meat or dairy thing here]!”
So, in celebration of the launch of Oatly’s non-dairy frozen dessert novelty bars, we decided to do just that. Just maybe the slightly wrong version of it. Thirteen short :15 and :30 second films we created of folks we met on the street, at mini golf, at motocross, bingo, a waterpark, skatepark and dog park and more, to get a broad range of folks from various walks of life trying the product.
The campaign also included OOH takeovers in 11 cities across the US from bus shelters, to a tram wrap in St. Louis, to Jersey shore taxi van wraps, to a billboard placement off Times Square. Also additional freezer clings and shelf talkers were created for POS.
Role: Art and Design Director partnered with the Creative Director, Eric Routenberg.
Results/Numbers and Things
Demand soared despite confusion, Novelties growing dollars +73% Month over Month;
Reached over 13MM unique individuals
Delivering over 67MM impressions
98% Video Completion Rate
Award
2023 One Show Bronze Pencil - Video Content/Series
National Ice Cream Day Truck Takeover
We also created a Ice Cream Truck takeover on National Ice Cream day, delivering free, non-dairy desserts in collaboration with 25 independent ice cream truck operators across New York, LA, and St. Louis.
Results (courtesy of F360, our partner in bringing this activation to life):
16,500+ bars sampled
9 pieces of national press coverage (with 22 additional syndications), plus 4 pieces of local coverage in NYC and STL
7 features on Instagram accounts with 10,000+ followers
