It’s always a good sign that creative has landed well when every other LinkedIn post is biggin' it up. With warm dessert season truly here, Oatly’s launch of their new dairy-free custard with Giggs positively surprised everyone this week. Today, Oatly and Giggs hosted a pop-up at a bakery in south London bringing an array of unlikely worlds together; UK rap heads, custard fiends and unsuspecting folk just looking to get a loaf of bread. Sometimes, those random pairings between brand and celebrity hit the mark because they’re fun and show a side we rarely see from Giggs, particularly when food brands rush to release their unique Christmas ad. More importantly, Oatly pairs with an artist who has been a household name in Black British music and wider British culture. It’s not the first time the elder statesmen of grime and UK rap have been featured in ads by leading household brands. D Double E featured in an IKEA ad, also providing the soundtrack, and it turned out to be a hit because it presented the MC in a fun and exciting way. No doubt, this activation and campaign will become a blueprint for other brands to try and mimic in the future, just as they’ve done with Nothing Beats a Londoner. This tells us that Black Britishness is cool and the culture around this remains highly influential.
Check your DMs. It’s our advice to you. Because sometimes, when you’re mindlessly managing the Instagram feed for a Swedish oat drink company, a legendary London rapper drops you a message about custard. Six months in the making—brilliant collabs take time—Giggs and Oatly are bringing cake and custard to the streets of London (and beyond). It’s a partnership born out of a mutual love for a classic dessert…and a shared inability to digest dairy. Check out more at Oatly.com/giggs.
