All case studies
Fernway Oat
Plant-based drinks
Launching an oat drink in three cities
38%
more first orders than planned in the launch month
My role
Head of growth, in-house
Channels
Posters, stories, feed and search
Timeframe
16 weeks, 2025
Budget
$80k media
The brief
Fernway had a good oat drink and no reason for anyone to try it. Grocery chains would only stock it in three cities, so the launch had to make people in Boston, Philadelphia and Chicago go looking for it.
What I did
One line ran everywhere: tastes like a slow morning. Posters went up by bus stops on breakfast routes, stories ran from 6 to 9 am, and search ads caught people looking for oat milk that doesn’t taste of cardboard.
Every placement pointed to one offer, a free first carton, so we could see which channel brought each first order.
Results
38% more first orders than planned in the launch month. Search brought the cheapest orders and the posters drove the searches. Two of the three grocery chains moved the drink to eye level after week six.
What I learned
Posters don’t report clicks, so we asked shoppers at the till where they had seen us. That one question explained half the jump in searches.
Noor made a small budget look like a big brand. The free‑carton offer told us more about our customers than any survey.
RL
Rae Lindqvist
Co-founder, Fernway Oat
