OATLY x GIGGS

BRIEF

Oatly partnered with UK artist Giggs to launch Custard by Giggs,  a culturally-led campaign designed to challenge perceptions of plant-based dairy and position Oatly within UK music and youth culture.

Margaret was brought on to deliver the physical launch moment: a high-impact, community-led event in Peckham that would generate buzz, drive footfall and create content for wider amplification across social and press.

IDEA

We delivered a creative takeover of a local Peckham bakery, transforming it into the home of Custard by Giggs for one day only.

The space blended product, culture and community, serving cake and custard alongside exclusive merchandise, and creating an accessible, high-energy environment rooted in Giggs’ local audience.

Margaret led the creative production and full event delivery, ensuring the experience translated seamlessly from campaign concept into a culturally relevant, on-the-ground moment designed for both attendance and shareability.

RESULTS

Over 700 people attended the event within just four hours, marking the highest footfall Oatly has achieved at a live activation to date.

The event generated queues throughout the day and significant organic social content, acting as a key content engine for the wider campaign and driving visibility across both local community audiences and broader cultural channels.

As part of the wider Custard by Giggs campaign, the activity contributed to over 40M impressions and 14M+ reach, alongside strong engagement and uplift in brand search, demonstrating the power of culturally-led, experience-first brand moments.