Swedish dairy-alternative, Oatly, has urged coffee lovers to “ditch milk” in its latest UK ad campaign.

Launching ahead of the London Coffee Festival, the OOH-led campaign featured an extensive series of murals and OOH assets throughout Spitalfields and Shoreditch, confronting coffee drinkers with the fact that switching from milk could help reduce CO2 emissions by up to 73%.

Designed by Oatly’s in-house creative team, the campaign was planned by PHD Manchester and OOH specialist Talon. It also featured print advertising across several London publications during the event as well as custom built OOH displays on the outside of the Old Truman Brewery, where the London Coffee Festival took place.

“Out of home has been the ideal way to bring this campaign to life, providing a perfect vehicle for the client’s creative idea and effectively provoking conversations with consumers,” said Ben Harris, Account Director at PHD Manchester. “With a challenger brand like Oatly, there’s no point in being shy – we wanted to be sure its message was as disruptive and in-your-face as it could be to ensure maximum impact.”