The Ice Cream Truck Goes Plant-Based

The Brief in Brief

Oatly had something new to share: a creamy, craveable plant-based soft serve. The goal was to get it into hands, mouths, and minds across the UK, driving hype and trial in a way that felt fun, fresh, and unmistakably Oatly. Create a branded sampling truck that could hit both day and night hotspots. It needed to be mobile, memorable, and versatile enough for festivals, city centres, and everything in between.

What We Did

We launched a custom Oatly Soft Serve Truck, serving plant-based soft serve and oat coffees on a four-week UK tour. Following the route of a traditional ice cream van (minus the dairy), the truck travelled across the North, South, East, and West. Key stops included central Leeds and Manchester, Scarborough beach, a week-long takeover at Somerset House, Margate Dreamland, Brighton beach, Cornwall’s Lusty Glaze and Watergate Bay, and Weston-super-Mare, finishing in Bristol. With bold branding, neon signage, and a joy-fuelled menu, the truck turned heads and drew crowds, handing out over 20,000 samples.

Why It Worked

The Soft Serve Truck didn’t just sample a product, it created a moment. It showed up where people were ready to indulge, delivered instant impact, and let the soft serve do the talking. Whether on the beach or in the city, Oatly brought plant-based joy to every stop. The setup was simple, scalable, and built to last, making the truck ready to roll into future campaigns with ease.