Plant milk maker Oatly's latest campaign challenges dairy companies to be transparent about its climate footprint…
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Oatly’s latest advert dares dairy brands to to share the same impact data it had to publish to receive its climate certification.
The plant milk maker says it will pay for an advert for any company that accepts the challenge – which requires answering 68 environmental questions.
Oatly says the ads will be featured in the NY Times, LA Times, Washington Post, as well as billboards in Times Square and Hollywood.
Oatly’s climate footprint dare
The adverts feature two placements: one for Oatly, and one for whichever dairy brand brave enough to take on the challenge.
“We bought this two-page ad to tell you we’ve begun including climate footprint numbers on our products,” the ad reads.
“And, we’re donating this page to the dairy industry so they can tell you their climate footprint numbers too.”
Oatly adverts feature two placements: one for Oatly, and one for whichever dairy brand brave enough to take on the challenge. The adverts will be featured in the NY Times, LA Times, Washington Post, as well as billboards in Times Square and Hollywood. Photo © Oatly
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‘Informed purchases’
Oatly’s Armando Turco says the campaign ‘advocates for transparency on the impact products have on the planet’.
He says this would allow consumers to make ‘more informed purchases.
“Our product climate footprint numbers started rolling out earlier this year… We wanted to bring further awareness to that,” Turco added.
“This is a standard-setting move on the part of Oatly; but, it only really works for consumers if other companies follow suit . So, we’re encouraging other companies to do just that.
“We thought a first call to the dairy industry to join us in publishing product climate footprints made natural sense.”
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Featured image: Oatly
