Oatly's 'Support Your Local Oat Dealers' campaign won gold in OOH at The Drum Award for Marketing, driving 13 million impressions in Sydney and Melbourne, and boosting local café support with 10,000+ free coffee redemptions and 4,000+ hotline calls.
Oatly’s “Support Your Local Oat Dealers” campaign was a bold, community-driven activation that not only supported independent cafés but also cemented Oatly’s presence in Australian coffee culture.
At its core, the campaign was a call to action, encouraging Australians to support their favorite coffee spots while engaging with Oatly’s playful brand storytelling.
Through a disruptive, purpose-driven approach, Oatly turned traditional advertising into community action, proving that brands can support small businesses while driving consumer engagement.