Oatly has launched a new 360 integrated campaign, offering passers-by free Oatly Barista Edition coffees across the UK.

The oat drink is set to tour the country, visiting major cities such as Bristol, Birmingham, Edinburgh, Leeds and Glasgow between March and April.

The tour is supported by a digital campaign, with adverts that read, “When they don’t know it’s Oatly”.

It will be showcased across Oatly-owned social media channels and Spotify, alongside connected TV commercials across Netflix’s Food and Wellness genres as well as ITVX and Channel 4, PR, out-of-home media and influencer collaboration.

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The campaign, which will see it hand out free Oatly flat whites, follows a recent blind taste test conducted by the brand to determine whether consumers prefer the taste of oat or cows milk.

Oatly executive creative director Filip Nilsson said: “People love Oatly in their coffee, they just don’t know it yet.

“Our blind taste tests showed there are potentially millions of people missing out on a first-class taste experience, so we’re going on a journey to sample delicious Oatly coffees to people across the UK who may never have had the chance to try it before – proving what we know to be true. Our oat drinks taste delicious.”