Oatly teams up with Jellyfish after pitch to find the unconventional


Oatly, the pioneering Swedish oat milk brand known for its innovative approach to sustainability and deliciously creamy oat-based products, has announced a partnership with Jellyfish, as it continues to revolutionise its approach to content, commerce and community.


Oatly, well-known for provocative and innovative campaigns, appointed Jellyfish after a characteristically inventive pitch process, where Jellyfish showcased its unconventional combination of media, creative, and brand strategy, ensuring media was in lockstep with Oatly’s creative focus.

Jellyfish, an integrated global digital marketing business, will work with Oatly globally across 40 markets across the globe. The incumbent is PHD.

In a statement, Oatly’s Global Media Director Sarah Sutton said of the new partnership: “We are on a mission to inject more speed, agility and creative innovation into our media planning and execution, we are thrilled to have Jellyfish working alongside us to support and guide us on this journey.

Jellyfish CEO, Nick Emery, said: “Oatly is the world’s most creatively led marketer. We are honoured, delighted and can’t wait to create good trouble with its brilliant creative teams.”

Oatly’s key markets are Sweden, Germany and the United Kingdom. The company’s products were available in 60,000 retail stores and 32,200 coffee shops around the world as of 31 December 2020.

Oatly Group is a Swedish food company that produces alternatives to dairy products from oats, including oat milk.

It was formed in the 1990s using research from Lund University, and has its headquarters in Malmö and a production and development center in Landskrona.