Custard by Giggs is an organic collab that we didn’t see coming! Oatly the world’s original and largest oat drink company make a super tasty vanilla custard that is loved by Peckham OG Rapper Giggs and his son. Most collaborations are about the company’s need for exposure and their respect for the influencer, however in this case the roles were reversed. The Landlord and his son are both Lactose intolerant and were big fans of the Oatly’s vanilla custard but had a hard time tracking it down so that they could pour it on their cake. What started as a DM to Oatly has ended in a Lit limited edition collaboration. The rapper has launched 500 limited edition dairy-free cake and custard kits, featuring custom tableware alongside Oatly Vanilla Custard. Giggs will be dishing up the kits to fans tomorrow (Wednesday 20th November) from 1pm at Ayres Bakery, near his hometown of Peckham.
“I grew up on cake and custard, but when my lactose intolerance kicked in when I was around 8 years old and started making me sick, the dessert I loved had to leave my life”. said Giggs. “When I found out my son was lactose intolerant too, we used to go all over the place looking for dairy-free alternatives so he wouldn’t miss out. There’s not a lot of options out there, but one day we found Oatly’s Vanilla Custard, and it tasted banging. Not enough people know about it, so I reached out to Oatly, and here we are a few months later…”
This collaboration is genius and honest and we really hope other rappers and influencers start to realise that they can have dialogue with brands that they love without having to wait for brands to approach them, we can’t wait to check out the ‘Custard by Giggs’, for your chance to do the same, head down to the Peckham Pop-up tomorrow or go online tomorrow at Oatly.com/Giggs.
Lead image shot by Kelvin Jones.
