The world of meatless and dairy free alternatives is filled with creativity, with content taking a completely different turn than other brands in the food industry. It only takes one look at Oatly’s Instagram or some of the video from THIS to see what I mean.
Whoever writes the copy for Oatly essentially creates an internal conversation to go with each post. It’s an extremely open style of writing, and it relates to the audience purely because of this. The structure of replicating the ‘internal dialogue’ surrounding the writing of a caption is portrayed perfectly throughout their Instagram, and the thoughts shared here are likely to have occurred in much of the dairy-free audience.
The captions appeal to readers of both long and short-form content, with the basics being covered in the first sentence. But for those with further interest or a preference to longer writing styles, we’re presented with a humorous take on the subject of the post, which further encourages engagement and conversion. It’s extremely shareable content because of this exact reason, and definitely plays a large part in the brands success.
On the video side of things, THIS aren’t scared to try anything. Various events showing their product to critics and meat enthusiasts, getting a response before mentioning it’s vegan; implementing the product into political speeches; and they even created their own controversy of using lab-grown meat for April fools! More recently, they’ve taken a parodic approach to traditional brand rivalry by invading a UK village called Quorn.
It’s an incredibly well put together idea. Quorn is a widely known meat alternative, and THIS just made themselves the official partner, their logo plastered over local eateries and taking over Quorn. The concept replicates the creativity in THIS products, and almost shows them removing the competitor from the picture due to the ridiculous speed the company is growing.
Could THIS v Quorn be the Coke v Pepsi of conscious eaters?
Zak Michaelwaite 
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