Case Study:

Oddlygood

The Brief

Oddlygood approached us with an exciting mission: to get their Barista Oat drinks into the hands of potential customers and gather insights about alternative milk drinkers. The products we sampled included the 250ml Ice Ice Caramel Coffee Oat Drink and the 1L Vanilla and Salted Caramel Oat Drink.

Targeting 25-35-year-olds across the UK, Oddlygood wanted to better understand the motivations of alternative milk users. Were they choosing oat milk for dietary reasons or purely for its taste? Did they prefer oat milk over other alternatives like soy or almond? Building brand awareness, acquiring new customers, and encouraging trial were the campaign’s core goals.

The Solution

To meet these objectives, we delivered a hands-on experience to 53,280 office workers across 198 companies in key UK locations, including London, Leeds, Manchester, Edinburgh, Glasgow, Birmingham, Wales, and Brighton.

We leaned into the coffee and breakfast culture of office environments, where alternative milk is often enjoyed. By targeting office workers, we gave them the chance to enjoy Oddlygood’s Barista Oat Drinks with their morning coffee or cereal—a perfect opportunity to encourage meaningful trial and usage.

The Results

The sampling campaign delivered outstanding results:

82% of consumers who tried Oddlygood said they’d consider purchasing it in the future.

We also collected invaluable insights for the brand into consumer habits and preferences. For example:
- 60% of trial participants said they used alternative milk in their coffee.
- 26% said they used it in their overnight oats.
- 52% said they drink oat drinks every day.

Additionally, Oddlygood gained a clearer picture of their position in the market and how they compare to competitors like Oatly. These insights will fuel future marketing strategies and product development.