Climate Labelling: Why Not?

Oatly has been publishing its climate footprint on-pack since 2019 and wants the rest of the industry to do the same, so consumers can make more informed choices.

We worked together to publicise Oatly’s position on climate labelling; galvanise support from a broad church of consumers, policymakers and businesses and establish Oatly as a leader on the issue, earning them a seat at the table for future policy discussions. Our campaign combined bold creative with a rock solid, evidence-based argument for climate labelling. It included: • A provocative OOH billboard campaign publicly challenging the dairy industry to reveal its climate numbers, offering high-profile advertising space to ‘Big Dairy’ for free, if they published the climate footprint of their products. • Our eminently logical argument for climate labelling, presented to media and MPs as a “Grey Paper” - in recognition that the issue is not black and white. • A Reddit ‘Ask Me Anything’, where Oatly’s Sustainability Director invited ‘Big Dairy’ to join them to answer questions from the public and debate the question, “Climate labelling: why not?”. FYI they didn’t show so a handsome mannequin took their place. J The resulting high impact media coverage hit the mark, catching the attention of businesses and policymakers. Most notably, as a result of the campaign Oatly is now in ongoing discussions with the FDTP (the DEFRA body in charge of carbon labelling and number one target for the campaign,) the IGD and numerous policy makers including the Shadow Minister for Climate Change.