The Fermented World

Campaign Overview

A 6-part culinary documentary exploring fermentation traditions around the world — from Korean kimchi to Ethiopian injera — and how these ancient practices connect to modern plant-based eating.

The Challenge

Oatly wanted to position itself within a broader cultural conversation about food, not just sell oat milk. They needed content that was genuinely educational and culturally respectful, while still being entertaining and shareable.

Creative Approach

We approached fermentation as a cultural bridge. Each episode visited a different country, partnering with local food historians and home cooks — not restaurant chefs. The focus was on tradition, community, and the simple magic of transformation. Oatly's product appeared naturally within the narrative, never forced.

Deliverables

6 x 14-minute YouTube episodes
Podcast companion series (6 episodes)
Recipe cards and fermentation guides
Social media series with fermentation tips
Festival booth activations at 3 food events

Results

9.3M total views across platforms
Emmy nomination for Outstanding Science and Technology Documentary
47% increase in brand favorability among 25-34 demographic
312K podcast downloads in first month
Partnership extended for Season 2 covering 6 additional countries

“Alex turned a brand partnership into genuine cultural content. We've never had a project that made people think, laugh, and learn in equal measure. The Emmy nomination says it all.”

Jens Berggren

Global Head of Creative, Oatly