FIND YOUR OOOH WITHOUT THE MOO
How Hubbub got people doubling their plant-milk days
INTRO
Small swaps = big impact. That’s always been the spirit behind Find Your Oooh.
In 2024 we inspired those who hadn’t tried plant milk to give it a whirl, and those who had already done so to make the switch more often.
This year, we went further – learning from what worked – to make sure that more people than ever found their Oooh Without the Moo.
THE CHALLENGE
We’re a nation of hot drink lovers, with nearly 200 million cups of tea and coffee consumed every single day. Most of these drinks come with a choice, dairy or plant milk, and most people still default to dairy. 25–34-year-olds are the age group most open to a simple switch to plant milk.*
And the stakes? They’re surprisingly high. Swapping dairy milk for plant milk is one of the easiest everyday ways to lower your carbon footprint - oat, almond, and soy generate at least 68% fewer greenhouse gas emissions than dairy milk. Multiply this by the millions of brews we sip each day, and you’ve got a recipe for real impact.
While more than half of people in the UK are open to drinking less dairy, most of us (65%) still drink it every day.*
So, this year we timed the campaign to align with the Veganuary buzz and the fact that February (cold mornings galore) is peak hot drink season.
We also added a cheeky Valentine’s Day twist, sharing research showing that 1 in 3 Brits say they find plant milk drinkers more attractive.**
* Based on nationally representative polling by Censuswide, with 2,000 over 16s in February 2024
** Based on nationally representative polling by Censuswide, with 2,000 over 16s in November 2024
THE SOLUTION
HOW WE EVOLVED
THE CAMPAIGN
Making something fun is a powerful way to draw in new audiences and shift habits. We saw the impact of this in May 2024, so we dialled up the campaign’s playful and cheeky tone with a few fresh tactics.
MAKING A SPLASH ON VALENTINE’S DAY
We love-bombed supermarket shelves with stickers, sparking smiles in the plant milk aisle.
INFLUENCERS AND PODCASTERS
Comedy clips and vox pops hijacked our audience’s pre-coffee scroll and podcast fix.
REVERSE GRAFFITI
While coffee stains, we used clean advertising to leave a mark (then gracefully vanished).
TRANSPORT AND GYM ADS
These were perfectly placed to make people think ‘oooh, what about plant milk’, just as they reached for their first coffee.
TARGET AUDIENCE
ELEVENSES COLLABORATION
We teamed up with businesses to switch in plant based milk, so their staff could give it a risk free try in their brew.
We focused our activations on 25-to-34year-olds to have the most bang for our buck, as while lots of them still drink dairy every day, 67% are open to reducing. We rooted all of our activations in the simple insight that habitual moments - commutes, gym sessions, coffee breaks and cafe tripsare where real change brews.
REACH AND PERCEPTIONS
2.8 MILLION
25–34-YEAR-OLDS SAW THIS YEAR’S CAMPAIGN*
14.5 MILLION TIMES THE CAMPAIGN REACHED PEOPLE
8.1 MILLION SOCIAL VIEWS
Reach and impact statistics taken from social analytics and polling by Censuswide, with 1,000 nationally representative UK people aged 25-34 in March 2025.
SAID IT NUDGED THEM TO CONSIDER DRINKING LESS DAIRY IN FUTURE 63 % OF THE 25–34-YEAR-OLDS WHO SAW THE CAMPAIGN AFTER SEEING THE CAMPAIGN, MORE 25–34YEAR-OLDS ASSOCIATED PLANT MILK WITH BEING:
SAID IT MADE THEM FEEL MORE POSITIVELY ABOUT PLANT MILK 77 %
CREAMY SMOOTH A TREAT
BEHAVIOUR CHANGE
25-34-YEAR-OLDS WHO SAW THE CAMPAIGN TOOK POSITIVE ACTION:
THEY DOUBLED THEIR PLANT MILK DAYS
NOW DRINKING IT 4 TIMES A WEEK ON AVERAGE
88 % NOW MAKE AN EFFORT TO EAT MORE SUSTAINABLY CAMPAIGN IMPACT
7 IN10 NOW DRINK MORE PLANT MILK
73 %
WHO TRIED PLANT MILK FOR THE FIRST TIME IN THE PAST 6 WEEKS DID SO AS A RESULT OF THE CAMPAIGN
2 3 IN HAVE SINCE TRIED OTHER PLANT-BASED PRODUCTS FOR THE FIRST TIME
63 % ARE NOW BUYING MORE PLANT-BASED PRODUCTS, BEYOND JUST MILK
CAMPAIGN IMPACT
ONGOING IMPACT
OF ALL 25–34-YEAR-OLDS SAID SEEING THE CAMPAIGN IN THEIR FAVOURITE COFFEE SHOP WOULD MAKE THEM MORE LIKELY TO CHOOSE PLANT MILK
72 % OUR OFFICE ONLY PROVIDED COWS MILK, AND SO PEOPLE REALLY ENJOYED HAVING THE OPTION OF PLANT MILK IN FRONT OF THEM FOR NO EXTRA COST! OAT MILK WAS A FAN FAVOURITE AND WENT DOWN THE QUICKEST.”
OF 25–34-YEAR-OLDS WHO SAW THE CAMPAIGN AND ALREADY DRANK PLANT MILK NOW DRINK MORE OF IT THAN THEY DID A YEAR AGO* 74 %
- Sophie Hayes, Safer London
8.1 MILLION VIEWS OF HUBBUB’S SOCIAL CAMPAIGN (INC INFLUNCERS)
ON SOCIALS
Hubbub’s all about making big environmental issues feel espresso sized. Find Your Oooh was no exception.
We debuted the world’s first plant milk romcom (set, naturally, in a supermarket), teamed up with comedy influencers to get audiences oooh-ing, and helped people flirt with dairy-free drinks, with a stat too good not to share.
1.3 MILLION
CLICKS AND VIEWS
hellohubbub
hellohubbub
hellohubbub
BURSTING THE GREEN BUBBLE
INFLUENCER PARTNERSHIPS
Our campaigns aim to burst the green bubble - they’re for everyone. This year, we teamed up with comedy creators to deliver our milky message with a generous splash of laughs.
@ TYSONASHLYNNE
OVERSHARED WITH A TAXI DRIVER ABOUT HER FIANCÉ AND PLANT MILK
@ ITALIANBACH
GOT DUMPED... BUT DIDN’T WANT HIS COFFEE TO GO COLD
114K LIKES, SHARES SAVES & COMMENTS
@WILFREDWEBSTEROFFICIAL
TOOK TO THE STREETS TO FIND OUT WHAT NICHE THINGS BRITS FIND ATTRACTIVE
@ AXELBLAKE
USED HIS COFFEE AS HIS WINGMAN
3.9
MILLION VIEWS OF INFLUENCERS FINDING THEIR OOOH
MILLION OPPORTUNITIES TO SEE 5.3
COFFEE ON THE COMMUTE
We caught Londoners and Sheffielders right where they make their daily brew decisions - on the move and in the gym. This year, we tempted commuters and gym goers to give plant milk a go, just in time for their flat white, cappuccino, or oat latte.
25 % OF 25–34-YEAROLDS IN SHEFFIELD SAW OUR ADS ON PUBLIC TRANSPORT
13 % OF 25–34-YEAR -OLDS IN LONDON
SAW OUR ADS ON PUBLIC TRANSPORT AND 10 % IN GYMS
33
BUSINESSES JOINED
THE CHALLENGE
FIND YOUR OFFICE OOOH
Workplace brews are serious business — and the perfect moment for a playful sustainable nudge. With UK workers drinking three hot drinks a day, we teamed up with businesses to make plant milk part of the office routine (and spark a few unexpected ooohs along the way).
2,568
EMPLOYEES
GAVE PLANT MILK A WHIRL AT WORK
“
COLLEAGUES AND USERS OF THE CENTRE WERE INTERESTED IN PLANT MILKS, AND WE USED THE SAMPLES UP VERY QUICKLY. THERE WAS LOTS OF INTEREST IN THE POSTERS WITH THE PLANT MILK DISCOUNT, SO WE HAD BETTER USE IT TO STOCK UP MORE ! ”
ALPRO DELIVERED PLANT-BASED SAMPLES AND DISCOUNTS TO TEMPT TASTE BUDS
- Jonny Dowling, SECHC
SOPHIE AND JAMIE LAING BROUGHT THE OOOH TO NEWLYWEDS
LISTEN
PLANT MILK
IN YOUR EARS
This year, our message came with laughs and love stories. We teamed up with Acast to get our campaign into the ears (and hearts) of podcast listeners through bespoke host reads.
ABBEY CLANCY AND PETER CROUCH GAVE IT THEIR SIGNATURE SPIN ON THE THERAPY CROUCH
LISTEN
1.2 MILLION TIMES OUR ADS WERE LISTENED TO 709K PEOPLE HEARD US
13 % OF 25-TO 34-YEAROLDS RECALLED HEARING PODCAST ADS
We’ve shown that a cheeky, simple message can spark real change. Especially when the ask is easy.
But this is just the start. From encouraging a switch to plant milk to supporting young men to eat less meat, we’re exploring bold, relatable ways to help everyone get more plants on their plates. It’s all part of our wider mission to make sustainability second nature. We’re ready to build on what works, go deeper, and open up new conversations around sustainable diets.
Fancy being part of what’s next? Let’s talk.