You CAN eat with us!
Who is our target audience?
In alignment with the upcoming product launch of Oatly’s new cheese and the announcement of this on National Mac and Cheese Day (July 14, 2024), we are targeting vegans, people suffering from dairy / lactose allergies and health conscious Gen Zers and Millennials. Consumers who are healthy, who are seeking empowerment and healthier food options in their everyday lives. They gravitate towards brands who lead in social impact and are intentional about their purchases (and are likely to vote).
Where will this ad appear (i.e., OOH, online, print media, etc.)?
The ad will appear across Instagram and TikTok and will be a paid :30 ad titled “You CAN eat with us.” This is a parody inspired by the iconic Mean Girls film. With the upcoming launch of Oatly’s plant-based cheese on National Mac and Cheese Day, now vegans and people with dairy sensitivity can join in on this day, with the launch of the new product.
What is the goal. (i.e., increase awareness, sell product, improve image)?
The goal is to increase awareness of Oatly’s new cheese, alert existing customers of more diverse non-dairy products also available from Oatly, and also reinforce the Oatly brand identity as fun, youthful and a non-dairy, plant-based staple in our target consumers’ lives.
Why do we need this ad?
We need this ad to boost visibility and awareness for our upcoming Oatly cheese launch for National Mac and Cheese Day, to capitalize off the timing of the holiday and increase awareness and inclusivity for those who in the past wouldn’t normally participate on that day.
Then craft a campaign tagline or headline suitable for an OOH or print advertisement (Combined coursework).
In alignment with the product launch day a AD will be placed at a bus stop while people wait and can look the upcoming launch “you can sit with us” the bust ad is a great location given that people are walking by on the street and waiting for the bus vs if this was an advertisement on the billboard people will only view it for a brief moment.
