Find Your Oooh, Without the Moo
From creamy oat milk to silky soy, plant milks are super smooth in your morning brew. Plus, plant milk has a significantly lower environmental impact than dairy - oat, almond and soy generate at least 68% fewer greenhouse gas emissions and use less land and water.
But for many people, the shift doesn’t start with climate statistics, it starts with a single, everyday choice: their cuppa.
Our campaign challenged 25-34-year-olds to a simple switch: trying plant milk in their next coffee, to find their ‘oooh’ without the moo.
A fresh way to talk about plant-rich diets
We designed a playful, insight-led campaign designed to make plant milk feel normal and genuinely appealing.
Our aim is simple: make the first plant-based swap feel easy, attractive and worth repeating.
Why plant milk?
Milk is one of the most frequent food decisions people make each day. For behaviour change, it’s a powerful gateway:
- it’s low effort, low risk and highly repeatable
- people already experiment with flavours in their drinks – pumpkin spice latte, gingerbread latte, burnt sugar espresso...
- a positive experience can prompt wider sustainable eating habits
Our polling showed many young adults are already curious about plant milk, but want reassurance on taste, confidence in how to use it, and a nudge at the right moment.
That’s where Find Your Oooh comes in!
Changing behaviours
Find Your Oooh is grounded in our experience designing playful public campaigns that shift norms without judgement.
We make the switch:
- Easy by focusing on a single swap (milk in your usual drink)
- Attractive through bold creative and humour-led messaging
- Social by meeting people where they drink, travel and socialise
- Timely during peak coffee/tea moments, from morning commutes to café stops
What we did
We got playful and cheeky to make the switch happen! Here were just some of our tactics:
- Love letters placed on supermarket shelves
- Reverse-graffiti messages in high-footfall locations
- Vox pops and influencer reels designed to catch people during their pre-coffee scroll
- Partnering with businesses to make plant milk a normal part of the office routine
The difference we made in 2025
Our 2025 evaluation showed that Find Your Oooh changed habits among 25–34-year-olds:
- People doubled the number of days per week they choose plant milk in hot drinks (from 2 to 4 days).
- 7 in 10 now drink more plant milk overall after seeing the campaign.
- 88% say they are making more effort to eat sustainably as a result.
Small switches add up. A simple change in someone’s daily drink can start to reshape long-term food choices.
Partner with us
Find Your Oooh demonstrates how playful creative, strong insight and real-world activations can help people adopt more sustainable food habits.
We collaborate with brands, retailers and food service partners who want to:
- Encourage plant-rich choices
- Deep dive on customer behaviour and attitudes
- Test real-world interventions
- Build engaging, evidence-based campaigns
If you’d like to explore a partnership or discuss how we can support your sustainability goals, get in touch with our team.
See Hubbub in action
We do more than just plant milk. From Community Fridges that cut food waste to Ballot Bins that halve cigarette litter, our campaigns show what taking action that's good for the environment looks like in practice.
Who's drinking plant milk?
Our latest research looks into trends in dairy and plant milk consumption among 25- to 34-year-olds.