Oatly Reintroduces Rapper Giggs as Bake Shop Owner in South London

PRETTYBIRD filmmaker Kelvin Jones, together with the UK’s rap landlord, Giggs, have announced this year’s most unexpected collaboration – “Custard by Giggs”. In partnership with Oatly, the world’s original and largest oat drink company, the rapper has launched limited edition dairy-free cake and custard kits, featuring custom tableware alongside Oatly Vanilla Custard. Giggs will be dishing up the kits to fans on Wednesday, 20th November, from 1pm at Ayres Bakery, near his hometown of Peckham. 

To bring the collaboration to life, a series of Custard by Giggs films have been produced depicting different entertaining scenarios with the rapper starring as a bake shop owner in South London. The films, directed and co-created by Kelvin Jones, will be rolling out across Oatly and Giggs’ social channels over the next month alongside a digital media plan, PR, influencer gifting and a partnership with GRM Daily.

Director Kelvin Jones said, "It’s rare to see Giggs lend his face to a brand, so we wanted these films to make this drop feel exclusive and also bring out a side of Giggs the world doesn’t see. Giggs has a big personality, so by combining this with the community feeling of bakeshops and the taste of Oatly Custard – we crafted films that build mouthwatering anticipation whilst calling for dairy-free foods like Oatly Custard to be much more widely available, given the prevalence of lactose intolerance in our community."

Giggs, who is lactose intolerant, approached the Swedish oat drink company to share his frustration with the lack of shelf space given to dairy-free food alternatives, after he struggled to find his favourite, Oatly Vanilla Custard, in store. As a vocal lover of cake and custard, the rapper wanted to use his personal story to raise awareness of lactose intolerance, an issue that affects five million Brits*, and show that those with dairy intolerances or allergies shouldn’t have to sacrifice their favourite desserts.

*Dairy UK estimates 8% of the UK population is lactose intolerant (source), which is about 5.4 million people based on latest UK population figures (source).