Oatly partnered with Flow Festival to create a category-defining plant-based experience that leveraged Flow’s cultural influence and Oatly’s mission to inspire consumers and the restaurant industry. Flow Festival—one of Europe’s most respected music and arts festivals—is known for its strong sustainability values, high-quality curation and design-led identity. As Finnish plant-based competitors grow, it was essential for Oatly to strengthen local relevance while showcasing the versatility of its products.
Oatly joined forces with Michelin-awarded chef Kozeen Shiwan to create a fully plant-based fine-dining restaurant inside the festival grounds. Oatly designed an ethereal, immersive space and Shiwan crafted a five-course menu that became one of the most talked-about moments of the entire festival. All 400 seats sold out before doors even opened, proving there is real appetite for premium plant-based experiences.
The goal was twofold: elevate Oatly’s brand visibility and inspire both festivalgoers and restaurateurs to rethink what plant-based food can be. A bold, influencer-led campaign—featuring personalised 3D “King Potato” invitations—generated more than 10 million impressions, while Flow amplified the concept across all channels. On-site, Oatly extended its presence through a high-traffic ice cream stand, main-stage screen visibility, and family activations.
The results exceeded every target: 57% brand recall, 8.1 million media reach, 2.46 million social reach, and a sponsorship ROI of 5:1. Multiple restaurants at Flow adopted Oatly products, demonstrating real behavioural impact.
Together, Oatly and Flow created a groundbreaking culinary moment that reshaped perceptions of plant-based possibilities—and set a new benchmark for experiential sponsorships.
