Apparently, some Finn, trying their oat-based dessert, said it was “oddly good” (“oddly good”). That’s where the brand name came from, emphasizing how surprisingly tasty plant-based foods can be.
Today, Oddlygood is a wide selection of products such as Barista oat drinks and Dreamy desserts. What brings them together is a perfect texture and flavor that knows no compromise. The Finnish manufacturer’s products are available in the United States and Europe – recently in Poland as well. The Neon Shake agency has prepared a lanching campaign for the brand featuring top Polish influencers on Instagram and TikTok.
Oddlygood was kick-started in 2018 by Finnish food & beverage company Valio, known across the globe for its innovations. With sustainable product development top-of-mind, they harnessed their learnings, listened to the people and created Oddlygood. Plant-based products with the best taste and texture – without compromises.
The premise was: “The food we eat is one of the biggest game-changers when it comes to the well-being of our body & mind – and also the planet.”
Influencer marketing is our specialty.
We have created dozens of campaigns over the years, and with our knowledge and experience we create campaigns that stand out.
Here, we started with a strategic analysis. We knew that when launching such an unconventional brand, we had to focus on influencers with distinctive characters. In the end, we invited artists who fit perfectly into the world of the brand: Zofia Zborowska-Wrona (IG @zborowskazofia), Michal Slania (TT @stukniety_mikka), Patryk Szczepanik (IG @szczepanikov), Krystian Piórkowski (IG, TT @wiel0rybek) and Ogi Ugonoh (IG @ogiugonoh).
There was one premise: content must express what is the most important at Oddlygood: taste, humor, color and fun. The influencers’ task was to create a video that expresses the brand’s philosophy and conveys the sensory experience of interacting with the products. All sips allowed!
The creators did not disappoint. Zosia Zborowska-Wrona showcased Oddlygood products on her Instagram in
a hilarious skit about the types of people during autumn (see Oddlygood in the flavors of Salted Caramel, Vanilla or Hazelnut). Krystian Piórkowski, on the other hand, shared a recipe for a delicious coffee using a plant-based beverage on his TikTok. Of course, the reels had to be co-created with @Oddlygood, and the brand tagged as a sponsor.
The results of the campaign exceeded our expectations: the number of total content views is more than 8.5 million! The publications collected thousands of positive comments. Also Poland learned about plant-based products that make us and our planet feel better. This is just the beginning of our cooperation with Oddlygood. We hope that, as in the case of Valio, the campaign will prove to be the beginning of a successful, long-term cooperation.