Full strategic communications and brand-storytelling campaign for Oatly's oat-based vegan cheese launch on World Environment Day.
This capstone project develops a full strategic communications and brand-storytelling campaign for Oatly, built around the launch of a new oat-based vegan cheese on World Environment Day.
Grounded in research on Gen Z and Millennial food identities, the campaign connects Oatly's sustainability mission to the values of young consumers who increasingly prefer plant-based alternatives, prioritize climate responsibility, and see lifestyle choices as extensions of personal and social ethics.
The work includes a creative brief, SWOT analysis, audience motivations, and a messaging framework that positions Oatly at the intersection of wellness, sustainability, and modern food culture.
Brand storytelling is woven through every element—framing oat-based cheese as a fun, climate-friendly swap that fits naturally into everyday moments, from family gatherings to road trips to casual snacking.
The integrated PESO strategy spans:
Creative assets include billboards, bus shelters, posters, infographics, and Instagram mockups, all aligned with Oatly's signature playful visual identity. Together, these materials create a cohesive narrative that introduces the product while reinforcing Oatly's long-standing commitment to sustainability, accessibility, and culture-driven plant-based living.
Preview the documents below. Click to view the full PDF in a new tab.
OOH placements and social media mockups. Click any image to view full size.
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