Plant-based milk brand Oatbedient has launched a new campaign to bring to life its range of powdered oat milk beverages. Done in collaboration with GOVT Singapore, the brand released a whimsical film highlighting its products and brand ambassador.
Titled ‘Oat My Goodness", the campaign will be run across multiple channels including social media and digital platforms to highlight the brand's belief in creating thoughtful oat-based products that are versatile and made out of quality ingredients/
GOVT Singapore’s main aim with the launch was to bring the goodness of Oatbedient to life. It did so with the help of the brand’s mascot, Oatdit. The agency collaborated with video production company Rolla Productions, an audio company, to illustrate Oatdit’s adventures through an uplifting original tune that showcases a world with no fillers, no junk and only good ingredients.
“Oatbedient is a fun and quirky brand that is already likable. So, our job was to make sure we help paint the journey of Oatdit introducing the products in an entertaining way. And what better way to educate consumers on its benefits than with a catchy tune?” said Jimmy Neo, group creative director of GOVT Singapore.
According to a statement to the press, the series of plant-based products are authentically healthy because of the company’s ethos that clean labels will empower customers to make the best nutritional choices.
Elaine Teo, co-founder of Oatbedient, said that consumers today have a wide array of products to choose from and are hence, spoilt for choice. In such a saturated market, it is often difficult to discern if the products are actually nutritionally beneficial. “We have a simple vision at Oatbedient, we only create delicious clean labelled products that we would gladly feed our own families.”
MARKETING-INTERACTIVE has reached out to GOVT for more information.
Booking.com celebrates sustainability with light installation and plant-based menu
Impossible Foods sues plant-based food startup Motif for patent infringement
7-Eleven partners with Green Monday to bring plant-based meals to over 700 stores
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window