The Public House Helps Oddlygood Combat Dairy-Free Scepticism with Plant-Based Safe Space
Oddlygood, a plant-based food and beverage company, needed to announce their arrival in Ireland and introduce their Barista Oat Drink range to customers. While many people in Ireland are curious about plant-based alternatives, some feel there are societal hurdles getting in the way. To combat this hesitation, the Oddlygood Plant-Based Safe Space was created.
Open to carnivores, vegans, pescetarians, meat and potato people and everyone in between, The Public House created a safe haven for people to experiment with delicious dairy-free alternatives, free from judgement. Anyone and everyone was delighted to discover their dairy-free side with a range of delicious coffees made with Oddlygood’s Barista Oat Drink Range. An air of zen was cultivated, as die hard dairy lovers and the plant-based curious were converted sip by sip.
Founded in 2018 by Finnish food and beverage company Valio, Oddlygood is known worldwide for its continued innovation in nutrition. The name was chosen as a constant reminder of how surprisingly delicious a plant-based food experience can be.
The idea emerged from research, which unearthed a level of intimidation or uncertainty people felt about including plant-based alternatives into their diet. The creative approach had fun with this perceived shame, and put a nurturing arm around those who have yet to start their plant-based journey.
Nina Gillsvik, global CMO of Oddlygood, said, “By using the whole oat flour we’ve created a product that is creamier and richer than competitors. It makes it easier to create longer-lasting froth in hot drinks, which is part of the reason we keep getting the highest scores in blind tests from baristas. We are super excited to be able to introduce the people of Ireland to these delicious drinks.”
Paddy O’Mahoney, associate creative director said, “We wanted a fun way to show that dairy-free coffees can be delicious and people should have no fear of making the switch. Nobody should be getting plant-based shamed in 2023.
Special thanks to West End Cafe in Temple Bar for opening their space up to Oddlygood and helping serve up some mind-opening coffees and to Flying Elephant Productions for helping bring the idea to life.
The campaign for The Public House continues a successful year with the growing independent creative agency’s clients include Jameson and EPIC: The Irish Emigration Museum, FBD and Paddy Power. The agency is known for its strategic rigour and creative edge that delivers for its clients, with a principle that ‘Boring Doesn’t Sell’.
