Launching MOMA’s new chilled oat drink range to the masses with phased trade, consumer, and influencer activity

Leading oat brand MOMA, known for its range of on-the-go breakfast porridges and mueslis, has been on a strong growth trajectory after oat milk was found to be the best-selling plant-based milk.

After launching their ambient oat milk range in 2020, MOMA quickly rose to the top of the category – selling two million litres in just over a year.

MOMA expanded the range and launched a chilled oat drink in February 2022, so needed a PR team to create noise among trade and consumers to stand out among competitors.

In a crowded market, we delivered a targeted campaign to educate audiences on MOMA’s key selling points – its superior taste, “foamability”, and the fact it doesn’t split – meaning it replicates dairy milk usage to provide barista-quality at home.

We created a phased approach, initially targeting trade and consumer media, to deliver a range of industry, news and taste test review features.  Through an organic influencer engagement programme, we gifted samples of the range to encourage food, health, and lifestyle influencers to showcase how they create the perfect morning coffee with MOMA and use the oat drinks in their daily routines.


pieces of coverage secured in key trade and consumer titles across a three-month project


influencer partners secured through our organic gifting programme – showcasing how they use MOMA’s oat drink to create the perfect morning coffee


of coverage included MOMA’s key messaging that the new oat drink range was fully-foamable, non-splitting, and can be used in place of regular dairy milk


exclusive launch in trade publication The Grocer

“We started working with PHA at the beginning of the year to help support the launch of a new chilled range of oat drinks. After speaking with several agencies we felt that PHA were the right fit for us and our brief. From the moment we kicked off we were impressed. The team very quickly got a good understanding of our brand identity, which was evident through the tone of voice of their writing and their knowledge of our history and who we are today. They were always incredibly professional, efficient and good to communicate with. They certainly made my job of managing the PR process a lot easier. We won’t hesitate to use them again for future projects.”
Kate Jackson
Marketing Manager
Get in touch with the team