Break-Fest was the world’s first festival dedicated to pairing great music with breakfast food - all with a Swedish twist. Alongside the latest Swedish and local music talent, festivalgoers were entertained by show jumping bunny rabbits (known as Kaninhop), a lie-in lounge and a number of national sports all whilst enjoying a selection of free and healthy breakfast items made with Oatly products.
Our creative process
Create mass awareness in the UK to re-launch a Swedish Oat drink, shifting perception from being a dairy-free company to a confident lifestyle brand.
The importance of ‘lifestyle’ sits at the core of Oatly and its target audience as they both strive to stand out from the crowd. Therefore a traditional sampling activity would not be enough to cut through.
‘Break-Fest’: the world's first early riser's festival.
Taking inspiration from their Swedish roots we used cultural references to introduce Oatly in a natural and fun way across a series of experiences from the ‘SunRise’ music stage to a ‘SmoothieCycle’ fitness corner.
We created a tweet-gated VIP ‘Lie-In Lounge’ where, in exchange for a positive post, consumers could enjoy 20 minutes snuggled in a day bed. By sharing to the dedicated #breakfest hashtag consumers could also win tickets to Festival No 6.
Break-Fest sold out in record time and a massive 10,000 samples we given out. 500,000 Twitter impressions and 60 pieces of media coverage also resulted in over 230 million impressions.
"Hundreds of photos and posts were shared over social media… reaching around three quarters of a million people online."/ Event Magazine