A fearlessly authentic campaign from Swedish oat milk brand, Oatly, captured attention and put baristas front and centre while driving foot traffic to local coffee shops.

‘Support your Local Oat Dealer’ was a two-week initiative where consumers could call the 1800- OATFIX hotline to redeem free coffee at participating cafes in Sydney and Melbourne. The campaign’s strategy was rooted in empathy, celebrating cafés as Australian cultural hubs and helping them (and their customers) weather the cost-of-living crisis.

To build awareness of the campaign, IMPACT developed and executed an influencer program and earned media strategy, amassing a combined reach of 6 million and more than 10,000 oat milk coffee redemptions.

Working with Australian creators across Instagram and TikTok known for their humorous and relatable content, such as Princess Honeybelle, Nick White, and Tilly Oddy-Black, collaborators put their own unique spin on the ‘Oat Dealer’ concept.

The content successfully targeted Gen Z and Millennial consumers, with posts achieving a 9 per cent average organic engagement rate on the platforms, surpassing the 5 per cent industry benchmark.

The strategic earned media approach, derived from a bespoke survey of participating baristas, positioned Oatly as a trusted supporter of Australian café culture.

The execution of the campaign amplified awareness and generated community buzz across trade, lifestyle and local media, while spotlighting the partner cafés central to the Oatly experience.