Huntingdon and District Rugby Club 3

Source: Glebe Farm

The campaign marked the start of a longer-term programme to support grassroots initiatives in the brand’s home county of Cambridgeshire

Oat milk brand Glebe Farm has launched a new Christmas campaign called ‘Love Thy Neighbour’.

It marks the start of a longer-term programme to support grassroots initiatives in the brand’s home county of Cambridgeshire.

Glebe Farm has used the campaign to introduce partnerships with Cambridge City Hockey Club, Cambridge United women’s football team and Huntingdon & District Rugby Club.

From helping with the running of coffee mornings to sponsoring sports clubs, the brand is aiming to support local community groups which often face funding challenges.

“Our Love Thy Neighbour partner strategy is one that is instantly tangible and rational,” said Philip Rayner, co-founder of Glebe Farm. “At this time of year, thinking of our neighbours is something we could all do more of, and hopefully we can help ours throughout 2023.”

The first of the partnerships is with the Cambridge United women’s team, which kicks off with free football training sessions.

According to Cambridge United Football Club head of commercial Neil Rowe, working with local companies was “such an important part of building a community around the club”. 

“Phil and the team weren’t looking for advertising, they were very keen from the start to make sure the partnership drove engagement and opportunities for the community.”

Further initiatives will follow throughout 2023, including £10,000 worth of grants available for local community groups to apply for by contacting Glebe Farm.

It comes as the oat milk supplier has spent recent months differentiating itself from market rivals by demonstrating how its products are made entirely in the UK.

It rebranded its entire product range in June in a bid to showcase its values and status as a family-run British business.

In October, it launched a campaign highlighting its British provenance in contrast to the three market-leading oat milk brands, which it claimed were made from imported oat syrup or manufactured abroad and shipped into the UK.