The alternative milk brand is appealing to patriotic alternative milk drinkers by promoting itself as ‘100% British.’

A cheeky arrivals board at Luton Airport draws attention to the foreign sources of Glebe Farm’s oat milk competitors, calling out Alpro, Jord and Oatly for sourcing their oat milk from the continent.

The Cambridgeshire-based brand has emphasized the homegrown nature of its product as a differentiating factor in a highly competitive category, where 80% of oat milk is sourced from abroad (according to market research from IRI).

Contrasting this with the established dairy milk sector, which is almost exclusively produced by British farmers, Glebe believes that its local links will help it capture a growing slice of the oat milk market – particularly among the environmentally aware.

Philip Rayner, co-founder of Glebe Farm, said: “We are all for British farming and how it can contribute to changing consumer demands. This campaign isn’t just about PureOaty – it’s about a bigger narrative that gets farmers back in the picture, instead of being marginalized by faceless food companies.”

Glebe Farm is making the most of its raised profile after winning a bitter court case against its more established rival Oatly last year, since which the brand has updated its visual identity with new packaging and a reworked logo. These changes have all been in the service of positioning Glebe as sustainable, British and 100% gluten-free.

Creative PR and social specialists Nexus serve as Glebe Farm’s agency of record.