FIND YOUR OOOH WITHOUT THE MOO
Inspiring people to try plant milk
2024 CAMPAIGN RESULTS
SHORT AND SWEET
At Hubbub, we’re all about inspiring everyday actions that are good for the environment and for everyone. A simple change, like switching up the milk in our cuppas, can collectively make a massive impact.
Why? We’re a nation of hot drink lovers, never far from our next cuppa. We consume about 98 million cups of coffee and 100 million cups of tea a day. That’s a lot of milk.
56% of us are willing to consider drinking less dairy*. Great news as oat, almond and soy milk generate between 68% and 77% fewer greenhouse gas emissions than dairy milk (which really adds up, with around 200 million-odd hot drinks a day).
The catch? 65% of people who don’t drink plantmilk haven’t even tried it*. That’s why Hubbub has been on a mission to help people ‘find their oooh without the moo’, targeting 25-34 year olds on their morning commute as the age-group most open to reducing their dairy intake (67%)*.
THE HEADLINES
...AND EVEN BETTER
25-34 YEAR OLDS THAT SAW THE CAMPAIGN MESSAGING NOW DRINK MORE PLANT MILK THAN A YEAR AGO** 1 2 IN ARE NOW ALSO TRYING PLANTBASED PRODUCTS IN OTHER AREAS OF THEIR DIET** 13%
THE CHALLENGE
We’re a nation of hot drink lovers, never far from our next cuppa. We consume about 98 million cups of coffee and 100 million cups of tea a day.
Whether it’s a builder’s brew with our morning toast or a latte at our desks, hot drinks offer comfort and enjoyment. “Shall I put the kettle on?’ is the first question when visiting friends, a round of coffees is the usual start to a meeting and a little treat can ease that morning commute.
Hot drinks also provide several chances every day to make a simple switch for the environment. Choosing dairy in your tea or coffee produces more greenhouse gas emissions than boiling the water. Oat, almond and soy milk generate between 68% and 77% fewer greenhouse gas emissions than dairy milk.
So, while the good news is that more than half of people in the UK are open to drinking less dairy, most of us (65%) still drink it every day.*
THE BIG PICTURE
Hubbub aims to inspire people - and make it easier for them - to eat and drink in ways that benefit both themselves and the planet. This involves reducing meat and dairy consumption and increasing the intake of plant foods, as meat and dairy are significant contributors to greenhouse gas emissions. The UK Climate Change Committee has recommended a 20% reduction in meat and dairy consumption by 2030.
THE SOLUTION
To develop this campaign we got to grips with people’s relationships with hot drinks, finding that around two thirds of people who don’t drink plant milks haven’t even tried them.* Encouragingly when people try plant milks, they often like them.
We targeted our campaign at nudging 25 to 34 year olds to give plant milks a try. Our polling showed they’re in the sweet spot of being most open to reducing their dairy intake (67%), while 41% still consume dairy every day.* At the same time, focus groups revealed that our audience weren’t particularly excited about plant milks.
With this insight in mind, we emphasised both the fun and flavour of discovering a plant milk match. We wanted to move this audience from feeling ‘meh’ to magical about plant milk across May 2024.
25-35 YEAR OLDS ARE MOST LIKELY TO REDUCE THEIR DAIRY CONSUMPTION
Our ‘Find Your Oooh Without the Moo’ approach raised a few eyebrows and inspired our audience to give plant milks a try. We used playfulness and innuendo to capture attention to encourage a change in hot drink habits.
We partnered with influencers, hosted an experiential activation at Battersea Power Station and ran social, out-of-home and podcast ads to show how easy and delicious plant milks can be.
ADULTS
INSIGHTBASED DESIGN
To design a campaign that really hit the spot we took a deep dive into the nations hot drink habits, running focus groups and polling.
MOTIVATIONS TO TRY PLANT MILK...
OF 25-34 YEAR OLDS WHO SAW THE CAMPAIGN SAID THEY HAVE NOW TRIED PLANT MILK* 15%
CAMPAIGN IMPACT
Change can take time, but we saw some positive indicators of people giving plant milk a go.
49%
OF PEOPLE SAID THE CAMPAIGN MADE THEM THINK MORE POSITIVELY ABOUT PLANT MILK*
- @hellohubbub follower “
I TRIED IT IN A COFFEE EARLIER. IT’S AMAZING. I DEFINITELY RECOMMEND TRYING IT.”
LOVE THIS –I DIDN’T KNOW WHICH PLANT MILK WOULD BE FOR ME AND NOW I DO”
- Battersea Power Station shopper
1 2 IN
25 TO 34 YEAR OLDS WHO DRINK PLANT MILK AND SAW CAMPAIGN MESSAGING DRINK MORE PLANT MILK THAN THEY DID A YEAR AGO**
OF 25 TO 34 YEAR OLDS WHO SAW THE CAMPAIGN TRIED PLANT-BASED PRODUCTS IN OTHER AREAS OF THEIR DIET ** 13%
CAMPAIGN REACH
Change can take time, but we saw some positive indicators of people giving plant milk a go.
25 TO 34 YEAR OLDS SAW OR HEARD 'FIND YOUR OOOH WITHOUT THE MOO' MESSAGING* 61% 9.4 MILLION SOCIAL VIEWS 33%
25 TO 34 YEAR OLDS RECALLED THE CAMPAIGN**
2,375
TOOK PART IN PLANT MILK DECISION TREE AT BATTERSEA POWER STATION PEOPLE UP TO 2,000 EMPLOYEES INSPIRED THROUGH COLLABORATIONS WITH 23 BUSINESSES 12.1 REACH MILLION
WE LOVED YOUR FLAVOUR WHEEL AND A COLLEAGUE HAS USED IT AT HOME WITH HER DAUGHTER. I TRIED MY FIRST ALMOND MILK COFFEE AND I MUST SAY THAT I COULD EASILY GET USED TO IT.”
4.6 MILLION VIEWS OF HUBBUB’S SOCIAL CHANNELS
A CHEEKY
SOCIAL CAMPAIGN
7% ORGANIC SOCIAL ENGAGEMENT RATE
24% OF 25 TO 34 YEAR OLDS RECALLED SEEING OUR FILM
- @hellohubbub follower
hellohubbub
hellohubbub
hellohubbub
COMEDY AND LIFESTYLE INFLUENCER PARTNER
SHIPS
329K LIKES, SHARES SAVES & COMMENTS
4.8 MILLION VIEWS OF INFLUENCERS FINDING THEIR OOOH
COFFEE ON THE COMMUTE
We targeted London commuters on their way to work encouraging them to go plant based for their flat white, cappuccino or morning cuppa.
Our audience saw digital, tube, six sheet, digital escalator and billboard advertising in transport hubs and close to coffee shops. People told us the ads were funny, eyecatching and cheeky.
1.6
REACH MILLION
PODCASTS
Our podcast ad hit people’s headphones across Acast’s network. We also teamed up with Sh*ts & Gigs’ James & Fuhad for a host read on their episode with rapper Aitch!
1 3 IN 25-34 YEAR OLDS SAW OUR ADS IN LONDON
LISTEN LISTEN audio ad
1.2 MILLION TIMES OUR ADS WERE LISTENED TO 632K PEOPLE HEARD US 12% OF 25- TO 34-YEAROLDS RECALLED HEARING PODCAST ADS
2,375 PEOPLE TOOK PART
...BUT WHICH PLANT MILK
We took our plant milk decision tree to Battersea Power Station to help shoppers flirt with their perfect plant milk partner over the May bank holiday weekend.
2,104
PEOPLE RECEIVED ALPRO PLANT MILK VOUCHERS
- Battersea Power Station shopper “
SUCH
A CLEVER WAY TO BREAK DOWN THE CHOICES TO SEE WHAT IS BEST FOR ME.”
22 BUSINESSES SIGNED UP TO THE CHALLENGE
FIND YOUR OFFICE OOOH
UK workers enjoy three hot drinks a daythat’s a lot of tea and coffee, and a lot of milk. So, we collaborated with businesses to inspire their staff to find their oooh with plant milk.
UP TO 2,00O EMPLOYEES
GAVE PLANT MILK A WHIRL
“
WE HAD PEOPLE TRY OAT MILK FOR THE FIRST TIME AND SOME SAID THEY WOULD SWITCH FOR GOOD. PEOPLE DESCRIBED IT AS ‘VELVETY’ ‘ELEVATING THE COFFEE EXPERIENCE.”
- Melissa Gooding, Sustainability Manager, Workspace Group
OUR PARTNERS
FUNDING
The campaign is supported by donations from the Starbucks 5p cup charge, which is applied when a customer chooses to use a single-use cup.
Introduced voluntarily in 2018, Starbucks has donated these funds to Hubbub to run campaigns that are good for the planet and for people.
Alpro kindly provided plant milk vouchers to be distributed at the plant milk decision tree at Battersea Power Station.
WHAT’S NEXT
COLLABS
Hubbub led the concept, creative and design, collaborating with agencies for PR (Barley Communications), media placement (7stars), film and audio (33Seconds), and experiential marketing (Tribe). Hubbub also amplified campaign messaging with influencers Italian Bach, Axel Blake and Savannah Sachdev.
Inspiring people and making it easier for them to eat and drink better for themselves and the planet is one of our strategic themes. We’ve a range of campaigns and projects in the pipeline to do just that, including launching the second phase of the ‘Find Your Oooh’ campaign in early 2025.
Keep your eyes peeled and if you’d like to work with us towards this goal drop us a line.