Oatly x Giggs: The Custard Collab You Didn’t See Coming
Oatly teamed up with iconic UK rapper, Giggs, to launch a limited-edition custard and cake kit, blending his personal story with the brand’s dairy-free mission.
We’ve seen some great partnerships this year—cool, but pretty expected. Think On Cloud x Zendaya or Adidas x Anthony Edwards. But Oatly’s latest collab wins for the most surprising and unique of the year. At first, it feels completely out of left field, but once you look closer, it really clicks.
This week’s edition? Unexpected partnerships. Let’s dive into Giggs x Oatly.
Inside The Collab
It’s not every day you hear about a UK rap legend stepping into the dairy-free custard game, but that’s exactly what Giggs did with Oatly. Dubbed Custard by Giggs, the campaign is a mix of authenticity and nostalgia.
Here’s how it happened: Giggs, lactose intolerant himself, struggled to find dairy-free dessert options for him and his son. He was already a genuine fan of the brand (specifically their Vanilla Custard) and even DM’d Oatly on Instagram to express his frustration about how hard it was to find their products in stores.
Enter Oatly.
They capitalized on the opportunity to work with him to launch limited-edition custard and cake kits, featuring custom tableware alongside Oatly Vanilla Custard.
Bonus points? The collab is rooted in Peckham, his hometown. The whole campaign has layers that feel real and organic to his story. Giggs even popped up at Ayres Bakery in Peckham last week to hand out tasting kits and merch to fans who showed up.
My favorite part of the campaign is the series of short films where Giggs takes on the role of a South London bake shop owner—really funny and on-brand. What makes it even better is seeing an iconic UK rapper, whose persona is often tied to his hard-hitting lyrics, reveal a more lighthearted, personal side. That’s the magic of this partnership—it’s unexpected, authentic, and full of personality.
The films, directed and co-created by Kelvin Jones, will be rolling out across Oatly and Giggs’ social channels over the next month.
Oatly also built a dedicated section on their website to tell the larger story of the partnership, featuring a Custard Finder map and applications for tasting kits. Shoutout to whoever was responsible for the design because they killed it. Every detail feels intentional and a perfect blend of South London grit and a modern, clean aesthetic.
They also launched a digital media plan, with a standout placement being a custom content partnership with GRM Daily, often referred to as the epicenter of Black British music. In the video, Giggs samples a variety of cakes from around the world, guesses their origins, and rates each one, all while including Oatly Vanilla Custard in a way that feels natural and unforced.
Takeaways for Marketers
Root campaigns in personal experiences. This collab worked because it wasn’t just about promoting a product—it was based on Giggs’ real experience with lactose intolerance and his personal connection to Oatly. Look for opportunities to weave genuine narratives to create something that feels meaningful and resonates.
Create buzz around products in fresh ways. Tasting kits are a classic in the wine and spirits world, but it was cool to see a milk-alternative brand steal from the same playbook. And they didn’t stop there—they took it a step further by having Giggs show up in person to hand out the kits.
Until next time, keep thinking outside the banner ad. ✌️