Boring on Purpose: Launching a New Kind of Oat Milk
When Boring Oat Milk launched into the New Zealand market, it came with a bold mission and a refreshingly dry sense of humour. Determined to simplify an unsustainable international supply chain and replace it with a proudly domestic one, Boring wasn’t just another milk alternative - it was a game changer.
Common Ground PR was engaged to introduce this groundbreaking new player to Aotearoa.
We wanted to target media with audiences that were as curious, sustainably motivated and cleverly unconventional as the brand itself - and to connect them with founder Morgan Maw’s vision of a more honest, homegrown oat milk.
Results: Strategic Storytelling with Serious Reach
We delivered a national media campaign focused on securing coverage in outlets that could tell the Boring story with the nuance and energy it deserved. This meant high-impact interviews, authentic founder features and product placements that spoke directly to the right audiences.
Our coverage mix included mainstream broadcast, lifestyle, business, and sustainability media - plus carefully orchestrated gifting that sparked organic social buzz from influential voices in New Zealand. The results:
34+ earned media pieces across TV, radio, digital, podcast and print
$342,000+ in earned media value and 3.25M+ opportunity-to-see (OTS) across all coverage
Coverage highlights included TVNZ 1 News, RNZ Nine to Noon, NZ Herald’s Viva, The Spinoff, Kia Ora, NBR, NZ House & Garden, Good Magazine, Denizen and Your Weekend
By staying true to the brand’s personality and placing Morgan at the centre of the story, we landed excellent cut-through but also cemented Boring’s status as a credible and culture-savvy new force in the FMCG realm.
Because sometimes, being boring is the most interesting thing you can be.
