Jellyfish & Oatly win Bronze at The Drum Awards for Disruptive ‘It Works in Tea’ Campaign

Jellyfish, in partnership with Oatly, are proud to have picked up a Bronze at The Drum Awards for Marketing EMEA 2025 in the ‘Disruption’ category for our ‘It Works in Tea’ campaign.

This wasn’t your average product push. The campaign challenged convention and reimagined how oat milk is perceived, especially by Britain’s tea lovers. We combined strategic insight with creative fearlessness, delivering PSA-style ads across billboards, TV, and major digital platforms to create a cultural moment that couldn’t be ignored.

But we didn’t stop there. A WhatsApp hotline turned sceptics into fans, with 10,000 tea kits claimed on the first day alone.

From bold storytelling to smart media choices and real-time engagement, we sparked a shift in perception: yes, oat milk does work in tea!

We’re proud to have redefined norms and brewed up real change with Oatly.

Read the full Oatly “It Works in Tea” case study.