Oatly, the world’s original and largest oat drink company, is partnering with independent coffee shops in Dublin over the next two weeks to give away thousands of free oat coffee (especially to people who hate the company)
For the next two weeks, Oatly is partnering with 30 independent coffee shops in Dublin to give people they’ve fecked off a taste of coffees made with Oatly oat drink – on them.
The free coffees will be available to Oatly lovers and oat drink haters while stocks last in cafés across the city including Art of Coffee, Kaph, Hatch and Brother Hubbard. The promotion comes as Oatly launches Feck-Oatly.com, a site showcasing decisions made by the company that have caused the most controversy.
Participating cafés can be found all over Dublin and also include Two Boys Brew, Milo’s and Ebb + Flow. Oatly Oatfinder will help people find out when stores near them will be taking part in the giveaway throughout the month of February.
The free, oat-based coffees will be made with Oatly Barista Edition – the #1 selling dairy alternative drink in Ireland – and served in a special edition, compostable Feck-Oatly.com takeout cup. The giveaway will be available to the first 100 customers in participating cafés from January 29th – February 16th 2024.
The launch of Feck-Oatly.com follows a ruling that its controversial advertising campaign, ‘It’s Like Milk But Made for Humans’, which ran in Ireland in early 2023, can no longer be used in Ireland as a result of a complaint made by the National Dairy Council Ireland to the ASAI.
Michael Lee, Executive Creative Director for Oatly, said: “The Feck Oatly campaign is about helping our Irish fans, and haters, get to know Oatly’s punk side and better understand what we’re about as a company. Creating a website detailing the ‘missteps’ we’ve made along the way to creating a more sustainable food system might seem like a risky thing to do, but we see it as an act of transparency because sometimes you have to understand the worst about an oat drink company before you can appreciate the best.”
Whether you love or loathe oat drink, don’t miss out on visiting a participating store to find out what all the fuss is about. But remember, it’s Oatly you hate, not the lovely baristas making your brew.