With the intention of driving awareness and interest of Oatly’s vegan milk products, we treated consumers throughout Southern California to tastings of the brand’s non-dairy ice cream.

Oatly’s goal was to engage with consumers and introduce them to the brand in a fun and inventive way, and Boombox had the perfect solution: an Oatly-branded ice cream truck that appealed to and riffed on consumer nostalgia.

We secured, branded, and retrofitted an ice cream truck, coordinated all food handling components (permits, commissary, etc.), hired and managed all staff, secured permits, and managed route scheduling. Our branded ice cream truck made stops at corporate campuses, events, and festivals, as well as partner coffee houses. This helped to drive traffic to partner hosts while elevating Oatly brand awareness.