MOMA launches £1 million advertising campaign as part of new growth strategy


MOMA has launched a £1 million advertising push, hero-ing its award-winning Barista oat drink as part of a new growth strategy. Developed in partnership with And Rising and running from 1st September across connected TV, outdoor and digital channels, the campaign highlights how MOMA is perfectly crafted for both expert and home coffee brews, using the slogan “The Barista’s Choice”.

Despite launching in March 2020, just as the pandemic hit and all launch support activity had to be cancelled, MOMA’s oat drinks have become a driving force for the business. Nationwide listings include major retailers and independent coffee shops, as well as direct-to-consumer. In the 52 weeks running to July 2022, MOMA oat drinks had grown 35% – twice as fast as the Oat Milk category itself. MOMA oat drinks have now overtaken its porridge range to represent over 60% of MOMA’s core business.

The campaign marks a first for MOMA using highly targeted connected TV alongside geo-located outdoor and digital platforms, bringing together audience and outlet data in an integrated way. The pandemic saw a wholesale shift in viewing toward streaming, enabling MOMA to reach new premium audiences with higher-attention ad placements.

The campaign also signifies the launch of MOMA’s new brand positioning as “The Craft Oat Co.” cementing the company’s challenger heritage, expertise and passion for oats as the driving force behind all things delicious and healthy. MOMA now produces the majority of its oat milk in the UK – where they use home grown British oats. This move is part of a bigger push towards sustainability, and MOMA are now proud to grow a third of their British oats on Tom’s family farm in Staffordshire.

Never made from concentrate, the recipes for MOMA’s oat drinks were developed over a period of two years by the company’s in-house oat scientist. Over 250 recipes were tested to deliver a great-tasting, fully foamable and non-splitting oat drink that works well across different usage occasions; from pouring perfect latte art to splashing on cereal. This was recognised earlier this month with MOMA picking up Great Taste Awards for all four of their UK-produced oat drinks.

Natasha Thompson, Marketing Director, MOMA said:  “The growth of our oat drinks has been exceptional and is testament to MOMA’s commitment to growing and crafting the highest quality oat-based products. Investment in advertising will help us achieve ambitious goals for growth, to bring new people into our unique world where delicious things exist alongside healthy and sustainable ones.”

Tom Mercer, Founder, MOMA said: “We have worked tirelessly over the last two years to craft a delicious not-from-concentrate oat milk, with a bespoke MOMA recipe, produced in the UK. We’re really proud of the results and want to tell everyone about it! So, I’m delighted that we’re going live with our first nationwide TV campaign.”

About MOMA

MOMA is led by founder Tom Mercer who set up the business 17 years ago from a railway arch in Deptford, where the brand still lives today. Since the beginning, the team have been obsessed with oats – skillfully crafting the tastiest products from the finest quality British oats.  Other products in MOMA’s range include instant porridge pots and microwave sachets, bircher muesli, and low-sugar granola.