MOMA: How a healthy little upstart beat the big bad breakfast titans

Agency: Pearlfisher
Client: MOMA!
Category: Packaging - Branded Food

Executive summary

In a country where most of us eat breakfast at home to save money, and a takeaway treat means a coffee and croissant, it seemed there was little room for a super healthy, on-the-go alternative with a premium price tag.

You may know MOMA from their stalls in stations such as Waterloo and Victoria. However, MOMA founder Tom Mercer had a big ambition, and stalls aside, MOMA knew that to really grow the brand they needed to increase their distribution within other retailers and increase wholesale sales. So when Tom approached Pearlfisher for a redesign, his business depended on it. Pearlfisher saw a great product in the delicious bircher museli and yoghurt super breakfast but knew it would take a lot more to get wholesalers interested.