Customer
Oatly

Partners
Flow Festival

Contributions
Concept & PR strategy, influencer & media strategy, invitation concept & execution, guest curation, press pitching, event hosting & coordination, content planning for post-event amplification

A one-time pop-up at Flow Festival! Oatly teamed up with Kozeen for a one-night restaurant pop-up at Flow Festival, built to create buzz before, during, and after the event.

The goal: create hype for the Oatly x Kozeen pop-up ahead of Flow Festival, maximize organic visibility across influencer and media channels, and drive ticket sales quickly.  
The challenge: Flow Festival is packed with brands, events, and noise. The challenge was to cut through without over-revealing – building anticipation, selling out tickets early, and keeping the story alive all the way to the event night.

What We Did

PR-first concept & strategy
We positioned the pop-up as a limited, one-time experience and built a PR strategy to support it from start to finish. Media pitching was done in three waves to keep Oatly visible and relevant as the event approached.

Curated the right crowd
Together with Oatly, we handpicked influencers, media, and opinion leaders who were a natural fit for the brand; people likely to post, talk, and drive genuine interest.

Invitations that sparked conversation
We designed a physical invitation featuring a decorative potato made by chef Kozeen, paired with a playful digital video message. The invite itself became content, driving early hype and ticket sales.

On-site presence & content thinking
We hosted an influencer and media dinner at the pop-up and ensured strong visual content was captured throughout the process. The material was later reused across social, follow-ups, and marketing — extending the life of the experience.

Campaign Reach: 
10,5 Million