In 2023 alone, we showed up at Eurovision with the Wet Nelly (more on that to come…), questioned the nation’s complicated relationship with milk, jumped on the Love Island villa conversations, navigated tricky topics in the press and launched plant-based Soft Serve throughout the UK. Here’s a whistlestop tour of what a press office year looks like when you’re working with Alfred.

In October 2020, the European Parliament voted yes to Amendment 171. If implemented, it would have had a catastrophic impact on the whole plant-based industry. It would extend current restrictions, and ban brands from using any language or imagery which even ‘evoked’ a comparison to dairy products. How do we mobilise everyday people to understand, and care about a complex legislation that hadn’t been implemented yet… and wouldn’t even impact the UK?

The world is gradually moving towards a more plant-based diet, with more of us understanding the impact that meat and dairy consumption has on the planet.

It was banned in Sweden three years ago, Oatly still wants to launch the same ad in the UK… but the world has moved on. How do we ensure the campaign generates debate, to propel the brand into the mind of consumers?