Oat drink brand, Oatly, has rolled out a new Australia campaign designed to back local cafes and baristas, as well as consumers, during challenging economic times. Titled 'Support Your Local Oat Dealers', the initiative spotlights some of the best cafes and baristas in Melbourne and Sydney.

Created by Oatly's in-house team, the out of home campaign features posters showcasing individual local Aussie baristas and the cafes they work at, complete with their names, images, and cafe addresses. A 1800-OATFIX hotline for consumers, offering them the chance to hear oats mooing, leave a message, or redeem a code for a free coffee at participating local Oat Dealers cafes for one week.

Brand Director APAC, Hazelle Klønhammer, said: "Our idea is riff on urban vernacular and literally call out individual local Aussie baristas, or Oat Dealers if you will, and the cafes they work at, by name, image, and cafe address on their own posters and plaster them across Melbourne and Sydney. Rather than spend our marketing budget entertaining people with our usual Oatly advertising, we’ve chosen to help the community, by shining a spotlight on the cafes and their baristas to help support their business by driving consumers directly to their cafes. And to help consumers, by surprising them with a free coffee.”

The team behind the cafe also include Oatly's Lars Elfman, Global Design Director; Carlos Furnari, Creative Director; Ramon Rodriguez, Designer; Paul Hermes, Photographer; Antje Dittmann, Creative Project Lead; Patrick Danroth, Production Manager; Magda Szmilewska, Media Manager; Kerene Lo, Brand Lead APAC; and Lucy Laming, PR Manager APAC. Media agencies Billups and Jelly Fish were also involved in the campaign.

Consumers can pick up their free Oatly Coffee at a participating Oat Dealer Cafe from 16th – 22nd September 2024, with a limit of one coffee per consumer while stocks last.