A new U.K. campaign for Oatly, the oat-based dairy brand, flips the traditional teenager-versus-parent relationship on its head, as teens admonish their fathers about their dangerous dairy-drinking habits.
The brand is trying to encourage kids to talk to their parents about eating and drinking more "sustainably," and the ads are based off research that shows middle-aged men are the most resistant to adopting a plant-based lifestyle.
In one spot, a teenage girl tells her father she refuses to go and buy his cow's milk for him at the store, while in another, a boy scolds a father trying to sneak a carton of milk into the fridge. Two more kids swap tales about their parents' terrible habits, including having milk on their muesli, noting that 55 is a "difficult age," while a girl finally scores a win as her father battles with himself to refuse milk in his tea.
All the spots conclude with the question: "Need help talking to Dad about milk?" They direct viewers to an Oatly website, help-dad.com, where they can find tips, statistics, vegan versions of typical "dad-recipes" and other arguments to use on their parents during dinner-table debates.
Oatly's research revealed that 86% of older men turn their backs on plant-based diets and believe eating meat and dairy is essential. Less than a third (31%) of middle-aged men understood dairy milk had a big impact on the environment. Only 7% of middle-aged men had sought advice on how diet can impact the environment, while 43%of young adults gave advice to friends and family about reducing their impact on the environment.
The spots, created in-house and directed by Smuggler's Tom Speers, are running on U.K. TV and video-on-demand. The campaign is also backed by Oatly’s biggest U.K. social spend and includes buys on Spotify and Twitch and also features double-page print ads.
Oatly has also partnered with The Guardian to produce three bespoke supplements tackling topics around the climate emergency, which include a 24-page "Guide to Parenting Your Parents."