Oatly’s Giant Billboard Urges London Metro Station Commuters to “Eat Like a Vegan”

Swedish vegan brand Oatly recently erected a massive billboard in London’s Waterloo metro station to promote its Oatly Frozen ice cream line. “Go ahead, eat like a vegan,” the billboard—which is situated above cafés and turnstiles—promotes to commuters at Waterloo, the busiest metro station in the United Kingdom used by more than 90 million passengers annually. In addition to the new signage, Oatly treated station visitors to free samples of its oat-based ice cream which it served from a pink truck parked inside the station. In 2018, the company promoted its core products with a bold campaign placed on skyscrapers in Europe that stated: “It’s like milk, but made for humans,” alongside a carton of its oat-based milk. Last year, Oatly debuted a five-flavor ice cream line in Sweden, Norway, and Finland, and expanded the offering to Tesco stores in the UK in October. Stateside, the brand launched its Oatly Frozen ice cream line in June, offering seven flavors (oat, vanilla, chocolate, strawberry, chocolate chip, mint chip, and coffee) at select Northeast retailers with a national expansion underway by the end of fall.