Drink company Oatly has offered free advertising space for food and drinks companies to publish the climate footprint of their products.
To get the ball rolling, the brand has posted its own climate footprint figures on billboards in the UK.
One ad reads: “We bought this billboard to tell you about the climate footprint numbers we’ve included on our products.”
Oatly has also bought the space next to it. The adjacent billboard reads: “And we’re donating this side to the dairy industry so they can tell you their climate footprint numbers too.”
The ad space offer is limited to select media up to £121,000, with Oatly choosing the placement and the dates. It is limited to advertising a cow’s milk product with a full product climate footprint analysis.
The initiative arrives in the wake of Oatly’s “Grey paper” which makes the case for mandatory climate labelling, as the research revealed UK consumers support the idea of carbon labelling on food and drink.
Campaign Middle East will be hosting its monthly Breakfast Briefing on the Out of Home industry on 10th November at the Grand Plaza Mövenpick, Media City, Dubai.
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Our expert speakers and panelists will look at how digitalisation is affecting all aspects of outdoor advertising – from measurement to creativity. They will also examine measurement, data, metrics and transparency.
Join us for Campaign’s most anticipated Breakfast Briefing of the year for a morning of debate, insights, networking and breakfast.
