MOMA Foods
Inspired handed out 20,000 ice-cold MOMA oat lattes to London commuters, turning the morning rush into refreshing MOMA moments. ☕🌾
The campaign.
To celebrate MOMA’s oat latte landing on shelves in Waitrose, Inspired took the brand straight to London’s morning commuters — with 20,000 ice-cold oat lattes ready to go.
We set up at high-footfall commuter hotspots close to key Waitrose stores, including Coal Drops Yard at King’s Cross, catching people exactly when they needed their morning coffee fix. The mission was simple: put the product in people’s hands, spark curiosity, and give the oat-latte giants a run for their money.
The result? A wave of spontaneous “MOMA moments” as commuters discovered a new dairy-free coffee they could grab on their way to work — and then pick up again in store later that day.
The results.
20,000 ice-cold MOMA lattes were sampled directly into commuters’ hands, turning busy morning routines into memorable brand encounters.
The campaign helped spotlight MOMA’s fast-growing oat drink range — now the powerhouse of the brand, accounting for over 60% of sales, having overtaken its original porridge line.
And with distribution continuing to expand across major UK retailers including Tesco, Sainsbury’s, Waitrose, Morrisons, Co-op and Whole Foods, the activation helped cement MOMA as a serious contender in the booming oat drinks market..