From Oats to Hype: How Oatly Wins the Purchase Decision with Bring!
In just a few years, Oatly has evolved from a Swedish insider tip to the global market leader in oat drinks, serving as a major catalyst for the plant-based movement. Today, the brand represents a modern lifestyle and knows exactly how to reach digitally savvy consumers during their most critical moments of purchase. To promote a joint sweepstakes with Dallmayr Home Barista and specifically boost brand awareness, Oatly launched its first digital campaign on Bring!, the leading shopping list app in the DACH region (Germany, Austria, Switzerland).
Campaign Objectives in the Bring! App
With the Bring! campaign, Oatly aimed to:
Generate targeted brand awareness and draw attention to the sweepstakes collaboration with Dallmayr Home Barista.
Reach potential buyers at an early stage during their purchasing planning to actively influence their purchase decisions.
Results
+8.7 million
impressions were recorded during the campaign period.
0.44 %
was the average engagement rate.
+38.700
engagements were measured in total.
1 month
The campaign period was from 01.-31.10.2025.
Germany
The campaign was played out in Germany.
Sponsored Product: The Direct Path to the List
The Sponsored Product is an effective ad format within the Bring! app designed to anchor brand products firmly in the planning phase and integrate them into regular shopping routines.
How it works: When users searched for terms like "milk," "oat drink," or "almond milk," the "Oatly Barista Edition" appeared as a highlighted product tile right next to generic suggestions. A simple click directed users to a product overview promoting the joint Oatly and Dallmayr Home Barista sweepstakes. Most importantly, users could easily add the tile to their shopping list at the exact moment they were deciding what to buy.
Keywords: Milk, soy milk, vegan, oat drink, oat milk, coffee, almond milk
Category: Milk & Cheese
“The Bring! app has proven to be an extremely efficient channel for us. By positioning ourselves at the 'Point of Planning,' we were able to get Oatly into shoppers' heads before the actual purchase process began. That is the key to firmly anchoring Oatly Barista Edition in their shopping routines.”
Category Lead: Maximum attention at category level
The Category Lead is a powerful awareness driver in the Bring! app. It appears prominently at the top of the relevant product category, guaranteeing maximum brand visibility.
For this campaign, the banner was placed in the popular "Milk & Cheese" category. It was immediately visible to users upon opening the app, resulting in high reach. This eye-catching placement generated over 2.8 million impressions during the campaign period—a result that significantly exceeded expectations.
Sponsored Post: IInspiration and Seamless Participation
The Sponsored Post is located in the Bring! "Inspiration" tab and is the ideal format for engaging shoppers during their weekly planning—often through relevant recipes and product highlights.
Oatly used this channel to drive awareness for the Dallmayr sweepstakes. An integrated link in the post directed users straight to the Oatly website, making it quick and easy for them to enter the contest.
Conclusion
Oatly’s campaign in the Bring! app is a prime example of how the plant-based leader successfully executes its digital brand strategy. By smartly combining Category Lead (for maximum awareness), Sponsored Product (for a direct path to the list), and Sponsored Post (for inspiration and engagement), Oatly reached potential buyers early and with high relevance during the planning process.
The impressive reach of over 8.7 million impressions proves that Bring! is an essential channel for proactively influencing purchase decisions and cementing the Oatly Barista Edition in shoppers' minds and regular routines.
