Mind over milk: how to inspire a diet shift to more sustainable foods?

Hubbub aims to inspire people to 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.

Oat, almond and soy milks generate at least 68% fewer greenhouse gas emissions than dairy milk. There are other environmental benefits too including their impact on land use and fresh water use, as well as eutrophication. 

Hubbub tested people’s perceptions of plant milk before diving into developing the campaign. Two things became apparent. While people aren’t necessarily excited about plant milks they do see them as a relatively simple switch. So they focused on flavour and fun with the campaign. Pre campaign polling showed that:

• 65% of adults drink dairy every day ​ 
• 56% willing to consider drinking less dairy ​ 
• 65% who don't drink plant milk haven't tried it​ 

The campaign had a heavy sprinkle of sass and focused on the flavour and textures that plant milks can offer. It raised a few eyebrows and inspired the target audience to give plant milks a try. Playfulness and innuendo captured attention and encouraged a change in hot drink habits. 

People that saw the campaign said they didn’t feel judged for their choices, and the fun approach didn’t feel like other environmental or vegan campaigns. People find making a behaviour change easier when relaxed.

Hubbub teamed up with flirty influencers, hosted an experiential activation at Battersea Power Station and ran social, out-of-home and podcast ads to tickle tastebuds. It worked:

• 5.5m (61%) of 25 to 34 year olds saw or heard 'Find Your Oooh, Without the Moo' messaging
• 15% of 25 to 34 year olds who saw the campaign, said they have now tried plant milk
• 49% of people said the campaign made them think more positively around plant milk
• 50% of 25 to 34 year olds who drink plant milk and saw campaign messaging drink more plant milk than a year ago
• 13% of 25 to 34 year olds who saw the campaign tried plant-based products in other areas of their diet

Hubbub plan to run the campaign again next year to get even more people making that switch for the planet and their tastebuds. Dip into the campaigns short impact report for mooore.