The New New Year : How PureOaty Owned the September Reset
Pouring a fresh start for new packs and flavours, from nation headlines to an east London cafe takeover.
Client
PureOaty
Area
Consumer
The Challenge
With a fresh new look for PureOaty hitting shelves, Glebe Farm Foods asked us to reintroduce the brand to consumers and give them a reason to reconsider their everyday oat drink.
Our challenge was to put taste, quality and versatility front and centre, while bringing PureOaty’s straight-talking personality and British farming credentials to life. We needed an idea that would go beyond traditional product placement, creating an ownable moment for the brand and getting it onto more shopping lists.
Our Approach
With the new packs landing in September, we tapped into the rising cultural shift towards the 'new New Year': the moment we return from summer ready to reset routines and make simple, achievable lifestyle changes, minus the half-baked resolutions.
We commissioned nationwide research exploring Brits’ September reset habits, creating a timely media story that gave PureOaty permission to join conversations around everyday routines, simple food choices and great taste.
When it comes to trial, seeing isn't believing – tasting is. So, we took the campaign off the page and onto the plate with The PureOaty Kitchen: an exclusive one-day menu takeover at Burnt Arches, one of east London's coolest café hotspots.
Through a curated menu, coffee and breakfast serves created by Michelin-trained chef Finlay Logan, we showcased PureOaty as much more than something to splash into your morning coffee - demonstrating its versatility across drinks, breakfast, cooking and baking.
The day was split into two – kicking off with a three-course media and influencer brunch, followed by a two-hour pop-up open to the public. With 140 free iced matcha's, coffees, and 100 pastries up for grabs, oat drink fans got there early to get their hands on free treats – with many queuing for over an hour before doors opened!
Rolling Coverage
We targeted ‘what’s on’ social creators too, with Pop-ups London, Free The Pop Up and The London Pop Up Guide all spreading the word. Meanwhile, paid creator partnerships turned up the volume, and guests filled their feeds on the launch day.
Alongside the hero activation, we ran a targeted consumer press office and product gifting programme, putting the newly refreshed range directly into the hands of relevant food, drink, lifestyle and wellness media and creators. Targeted activity designed to keep PureOaty visible throughout its key relaunch period.
The September Reset story laid the groundwork for PureOaty in the media. Meanwhile, the PureOaty Kitchen became the freebie of the week on London's go-to what's-on guides, including The Upcoming and Things To Do In London.
Results and coverage
We delivered 99 pieces of coverage across national press, listings and social, reaching a combined audience of 25.7M. Six national newspapers were all talking about a September reset.
Our September Reset story put PureOaty in the Daily Mirror, The Sun and the Daily Star, while the PureOaty Kitchen generated 92 pieces of event coverage across London's listings and creators' feeds.
consumer and national coverage
13
pieces of coverage
25M
national Reach
Social coverage
639k
Social reacH
86
pieces of Coverage
