Custard by Giggs

In early 2024 South London rapper Giggs sent a DM to Oatly claiming its Vanilla Custard had ‘changed his life’ and, as a self-proclaimed dessert lover, he wanted more people to know that being lactose intolerance didn’t mean having to sacrifice your favourite foods.

Lactose intolerance disproportionally impacts those from ethnic minority backgrounds. From that first DM, we knew there was an opportunity to do something unique to drive home this message and that And in a way that was authentic to the “personalities” of both Oatly and Giggs.

Custard by Giggs was born – a campaign rooted in Gigg’s true love for the product and designed to highlight the issues of lactose intolerance and particularly spotlight those it disproportionately affects.

The campaign was designed so that Giggs, not Oatly would talk about the health issue, with Oatly – and its products – taking a backseat, instead leading on the creative execution to bring the campaign to life.

The campaign included a series of light-hearted films, a personal appearance from Giggs in his hometown of Peckham and the creation of highly exclusive cake and custard kits which were requested by some of the biggest influencers across the UK and Beyond – with Jay Z even personally asking for one.

But the best part - in post campaign analysis, 14% of UK respondents from ethnic minority backgrounds recalled seeing the campaign, and 94% of those said it increased their awareness of lactose intolerance and its impact on ethnic minority communities.