“Go Ahead, Eat Like a Vegan” billboard at Waterloo Station

Oatley massive billboard and free ice cream

Commuters at London’s Waterloo station were yesterday offered free ice cream – in the middle of winter! It was all courtesy of Oatly, who had taken out a huge billboard proclaiming:

Go Ahead, Eat Like A Vegan.

Oatly, the oat drink company, was giving away free ice cream to commuters on one of the coldest days of the year. Well, they are a Swedish company so you would expect them to do things a little differently. The company’s pink and white ice cream truck has been doing the rounds recently and has been seen in London and Brighton.

Oatly’s mission is to “make it easy for people to turn what they eat and drink into personal moments of healthy joy without recklessly taxing the planet’s resources in the process”. The brand’s success is part of a wave of greater compassion in society as the reality behind the dairy industry becomes more apparent.

The private company based in Malmö has been on an unconventional advertising blitz promoting is sustainable plant-based products based on oats.

Unconventional “advertisement” in Church Street, Stoke Newington, London which had to be taken down. The ice cream picture had already been removed

Just last week a huge mural for Oatly’s salted caramel ice-cream that was painted in Stoke Newington in London had to be removed after just 36 hours after a huge backlash from local residents.

The mural was overlooking a school playground and it was deemed to be a violation of the Committee of Advertising Practice rules regarding schools due to its fat and sugar content. It was also in a conservation area and so the local council said it was illegal. Oatly maintaining it had followed all correct procedures.

Linda Nordgren, communications manager at Oatly, said the company had “wanted to spread some love in Stoke Newington”.

Oatly has now been spreading some love and oat-based ice-cream in one of the busiest railway stations in the country.

The company has recently been placing various messages throughout the London Underground.

“It’s like milk, but made for humans” may appear to some as provocative and controversial since they emphasize that the oat drinks are not made for baby cows. But Michael Lee, Oatly’s creative and strategic director defends them as being simply factual.

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Jacobus Lavooij

Jacobus is an experienced editor and writer whose interest vegan issues began with understanding the environmental consequences of the food industry. He loves vegan food and is a passionate communicator of its benefits. He is a Dutch national and lives in Copenhagen, Denmark. Contact: jacobus@vegansbethechange.com
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