Every Thanksgiving, millions of plant-based eaters endure a heavily meat and dairy-based meal holiday meal with friends and family who don’t necessarily understand or accept their diet choices. So, we created the Oatly Emotional Support Hotline for Plant-Based Eaters Attending Traditional Meat and Dairy-Based Thanksgiving Dinners..
The hotline launched a week before Thanksgiving with a pre-recorded menu and received over 3,000 calls. We also had 2 live operators on Thanksgiving Day. The campaign consisted of the hotline, 2 broadcast spots, OOH and TikTok videos.
Oatly Department of Mind Control / Role: Creative Director & Co-writer
Press
Adweek
AdAge
Hello, you have successfully reached the Oatly Emotional Support Hotline for Plant-Based Eaters Attending Traditional Meat and Dairy-Based Thanksgiving Dinners. Please select the emotional support that best suits your particular needs from the following menu…
to hear some positive affirmations and positive validations about attending a meat and dairy-based Thanksgiving dinner.
to hear some useful stats and non-threatening talking points that explain how your plant-based diet reduces your climate impact.
to record up to 30 seconds of unrestrained venting about how frustrating it is to constantly repeat what you do and don’t eat to friends and family. Primal screams welcome!
to hear a motivational locker room speech inspired by the 1993 sports classic Rudy, rewritten to be more relevant to your situation and less likely to get us sued for copyright infringement.
We expanded the campaign into Tik Tok- appropriate videos
to hear suggestions on how to further deflect questions about your dietary lifestyle if the easy-to-use examples of how to subtly weave in the benefits of plant-based eating into casual conversation somehow fail to work.
to hear this menu again, but this time read by 5th grader Josh Peskowitz from Shallowford Elementary in Azaleah, Kansas, who recently won his school’s essay contest called “What I’m Thankful for this Thanksgiving”
to hear easy-to-use examples of how to subtly weave in the benefits of plant-based eating into casual conversation.
to hear this menu again, but this time in Swedish.
Billboards and flyers in NYC/LA
