Minor Figures to Launch “Dairy Disloyalty” Awareness Campaign in Six U.S. Cities to Encourage Consumers to Try Sustainable, Plant-Based Coffee

Show your disloyalty and win some great prizes! It’s a novel approach, but then Minor Figures has long stood out as a trailblazer in the realm of plant-based milk. Celebrating its tenth anniversary this year, the barista-favorite oat milk brand is launching a global campaign, “Dairy Disloyalty,” encouraging consumers everywhere to embrace the personal and planetary health benefits of non-dairy milk. The two-week competition runs May 30 through June 13.

Coffee drinkers in six U.S. cities – Atlanta, Los Angeles, Nashville, New York City, Portland and San Francisco – must visit six participating cafes in each city. Buy a specialty drink or coffee made with any plant-based milk, receive a special card, and get it stamped. Collect stamps from all six cafes, scan the QR code and upload a photo of the card. The first 100 submissions receive a vintage-style Minor Figures bowling shirt! And all submissions will be enrolled for a chance to win the grand prize, a customized La Marzocco Linea Mini Espresso Machine!

So what’s the deal with plant-based milk? Besides those with a dairy allergy, it helps reduce our dependence on cows, which are responsible for a substantial percentage of methane emissions worldwide. A significant source of greenhouse gases and a major cause of climate change, cattle farming is also the leading driver of deforestation around the globe. When consumers take part in “Dairy Disloyalty,” they’ll be showing loyalty to the sustainable future of the Earth

“Through this two-week awareness campaign mobilizing the coffee community, we hope that people will start to look at how a small action, switching from dairy to plant-based milk, can help improve the health of the planet,” explained Francesa Salac, Head of Marketing in North America for Minor Figures, which is running the campaign in more than 20 cities around the world including Berlin, London, Melbourne, Paris, Tokyo and Vienna.

About Minor Figures

Founded in London in 2014, Minor Figures is a B-Corp Certified company producing a line of sustainable and delicious oat milks, “formulated by baristas, for baristas.” All of its innovative products are 100% plant-based, dairy-free, naturally lactose-free and certified gluten-free. As a dairy alternative it highlights rather than masks rich coffee flavors, and also pairs beautifully in baking, smoothies, cereal and other edibles, while having a significantly lower carbon footprint than traditional dairy milk. Minor Figures oat milks are available in all Whole Foods stores in the U.S. and Canada, along with more than 280 Sprouts stores across every region.