find your oooh
without the moo
the lowdown
Most people who don't drink plant milk haven't actually tried it. That's the insight that kicked everything off.
Hubbub, in partnership with Starbucks, wanted to nudge people to give it a go. Specifically 25-34 year olds - the age group most open to reducing their dairy intake. Simple enough in theory, but with the caveat that we couldn't push bold, sweeping environmental claims and plant milk as a general category. No righteous green messaging, no "save the planet, switch your milk." The campaign had to sell the experience of trying plant milk, not a product or brand.
Which (let's face it) makes for a more interesting creative brief.
project type
behaviour change campaign
my role
creative lead
outputs
visual identity
out of home
social content
client
hubbub
starbucks UK
collaborators
darwin studio
alex ingram (photography)
getting to it
This was about creating intrigue rather than guilt, because the audience wasn't anti-plant-milk - they just hadn't thought about it much. So rather than lecture, we leaned into curiosity and pleasure. This led us to the line Find Your Oooh Without the Moo. The goal was to make something playful, cheeky, and very deliberately fun, using light innuendo to raise a smile and an eyebrow. The moment of trying something and being pleasantly surprised became the creative territory.
This concept was rooted in the insight that people's reactions to plant milk are mostly positive, but often unexpected - surprise, curiosity, delight. Rather than showing a product or a specific type of milk, we led with faces. Big, expressive, unguarded reactions that captured the different flavours of oooh. It kept things product-neutral while still communicating exactly what we wanted people to feel.
taking it further
While the first phase was about introducing the concept, phase two built on what worked. A Valentine's Day angle played on research showing that a third of people actually find plant milk drinkers more attractive. We expanded the campaign reach with more OOH, reverse graffiti, gym ads and transport placements, with the same flirtatious tone running through.
and then what?
Across both phases, the campaign reached tens of millions of people. In 2024, 61% of 25-34 year olds saw or heard the campaign, with 15% trying plant milk as a direct result. By 2025, 7 in 10 of those who saw the campaign doubled their plant milk days, going from roughly twice a week to four times, and 77% said the campaign them feel more positively about plant milk as a whole. What a splash.