Oatly has teamed up with rapper Giggs for a new campaign promoting its limited-edition, dairy-free cake and custard kits.

The collaboration came about after Giggs, who is lactose intolerant, approached Oatly to help raise awareness of the condition.

The campaign, titled “Custard by Giggs,” was developed in-house by Oatly and features the rapper as a south London bakery owner.

Bryan Carroll, Oatly UK and Ireland General Manager, said: “When Giggs messaged us at the start of the year expressing his love for our vanilla custard, we knew this could lead to great things. Together we are determined to give people choice beyond dairy – for anyone who has to or is opting to remove it from their diet.”

The campaign includes short films, digital ads, influencer collaborations, and a partnership with GRM Daily.

Reflecting on the collaboration, Giggs shared: “I grew up on cake and custard, but when my lactose intolerance kicked in, when I was around eight years old, and started making me sick, the dessert I loved had to leave my life.

“When I found out my son was lactose intolerant, too, we used to go all over the place looking for dairy-free alternatives so he wouldn’t miss out. There’s not a lot of options out there, but one day we found Oatly’s vanilla custard. Not enough people know about it, so I reached out to Oatly, and here we are a few months later.”