Oatly’s Vanilla Custard had not been a core focus for the UK market until an unexpected Instagram DM from rap icon Giggs turned a simple request into ‘Custard by Giggs,’ a bold, culture-shifting brand collaboration raising awareness of lactose intolerance and dairy-free accessibility.
Oatly’s Vanilla Custard had not been a core focus for the UK market until UK rap icon Giggs sent an unexpected Instagram DM. A fan of the product (and cake) he voiced his struggle to find dairy-free custard for him and his son. Inspired, the Swedish oat drink company took the opportunity to raise awareness around lactose intolerance and the inaccessibility of dairy-free products by transforming a personal request into a bold, culture-shifting brand collaboration: 'Custard by Giggs.' Oatly's brief to Jellyfish was simple: use media to make Londoners (and beyond) excited about an unexpected collaboration while ensuring cultural credibility and maximum reach.
Leveraging Giggs’ influence, Jellyfish created a bold mixed media strategy to highlight both the creative storytelling and an immersive brand experience. A teaser campaign built anticipation, followed by a South London bakery pop-up that echoed limited-edition fashion drops—where fans received Cake & Custard kits, merch, and an unforgettable brand interaction with Giggs himself.
A dynamic media mix (Instagram, TikTok, YouTube Shorts, Spotify, Vevo) amplified the campaign, while organic social sharing from music, food, and culture influencers further propelled engagement.
By blending cultural credibility, social impact, and an unexpected product spotlight, ‘Custard by Giggs’ turned a simple DM into a moment that resonated across music, food, and brand culture - a truly authentic and inspiring brand partnership.
(exceeding target by 25%)
(77% above forecast)
Uplift in Oatly searches post-YouTube exposure
Cake & Custard kits, 600+ samples distributed
The campaign's innovative approach and meaurable impact have not gone unnoticed. It has earned multiple awards across brand strategy, egagement, audience reach and measurement, and social video—proof of its cultural credibility and social resonance.
The Drum Awards Festival 2025
Gold - Social: Brand Partnership/Collaboration
2025 Shorty Awards
Gold - Brand Partnership - Strategy & Engagement Category
Google Measurement Awards 2025
Silver - Audience Reach & Brand Measurement
We're excited to welcome Seun Odeneye as our new Chief Media Officer EMEA. Seun's appointment marks a decisive step in Jellyfish's ambition to build EMEA's first truly agentic media practice, bringing media, strategy, investment, and content together under one AI-native proposition across the region.
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