Oatmeal company Moma has launched a £1million advertising campaign for its new oatmeal drink Barista as part of a new growth strategy.
The campaign was developed in partnership with the agency And Rising and will be broadcast from September 1 on connected, outdoor and digital TV channels. It will highlight just how perfect Barista is for professional and home coffee making, using the slogan “The Barista’s Choice”.
The oat drink was launched by the brand in March 2020, but the ad campaign is Moma’s first for the product.
Moma founder Tom Mercer told The Grocer he wanted to focus on product quality before spending on marketing. “For us it was very important to invest in this quality product, so it tastes really good. It lathers really well. The texture is really good.”
The brand is also using the campaign to relaunch itself as “The Craft Oat Co”, emphasizing the company’s heritage, expertise and passion for oats.
Moma currently produces the majority of its oat milk in the UK, where the brand uses locally grown British oats, a third of which are grown on Mercer’s family farm in Staffordshire.
However, the brand also planned to source its oats from the UK, which would provide benefits in terms of sustainability and supply chain security, while supporting UK agriculture, Mercer suggested.
“Oat milk is generally a sustainable product from a greenhouse gas perspective, but the fact that the oats are grown and sourced in the UK is a step up,” he said.
“We are not an anti-milk brand; we are a brand of oats and are pro uk agriculture.
In the 52 weeks to July 2022, Moma said its oatmeal drinks grew 35% in value, twice as fast as the category. Beverages have now also overtaken Moma’s porridge line to account for more than 60% of the company’s core business, Mercer said.
“The growth has been exceptional and is a testament to Moma’s commitment to growing and manufacturing the highest quality oat products,” said Natasha Thompson, Chief Marketing Officer. “Investment in advertising will help us achieve ambitious growth goals, attract new people to our unique world where delicious things co-exist with healthy and sustainable things.”
Looking ahead, Mercer said the brand will continue to grow with “more innovation in oat milk” as it is a “nascent category.”
In 10 years he expected “earnings to be smaller, I think the cumulative impact will be higher quality products in the market and probably a bit of rationalization” of brands, which is why Moma had l intend to continue to focus on quality .