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.
2025 Shorty Awards
Gold - Brand Partnership - Strategy & Engagement Category
Google Measurement Awards 2025
Silver - Audience Reach & Brand Measurement
AI made everything faster, except business intelligence. Until now. Introducing CEO Agent: your always-on business partner and the first decision engine built for executive leaders. It delivers real-time, impartial insights from media, brand, and customer data—at machine speed, in human terms.
Read News
We're please to announce the launch of Agent Shopper, a new product built to help brands understand and optimize for AI-driven shopping behavior. The platform analyzes how AI agents research, compare, and recommend products, providing crucial insights for marketing, content, and retail strategies for both human and AI-mediated customers.
Read News
We’re thrilled to announce that Jellyfish, part of The Brandtech Group, has been recognized as Most Innovative Use of AI by an Agency at the 2025 Digiday AI Awards. This award celebrates a year of groundbreaking work that has redefined what it means to be an AI-first marketing business and demonstrated how intelligent technology can amplify creativity, performance, and strategy at scale.
Read News
Luxury eyewear brand Gentle Monster boosted its return on advertising spend (ROAS) by +39% during a crucial pre-holiday period by partnering with Share of Model™ to optimize its US Performance Max campaigns.
Read More