Plant-based chocolate brand sweetens Londoners up to the pleasures of going dairy-free

By John Glenday, Reporter

February 10, 2023 | 4 min read

Hip has hit the streets to bring its message of plant-based sweetness to everyday Londoners.

Hip is on a mission to correct misconceptions around non-dairy chocolate

An out-of-home drive by oat milk chocolate maker Hip is looking to raise awareness of its brand and product with digital screens lighting up the winter gloom.

The challenger brand formed by James Cadbury – great, great, great-grandson of the famous confectionery founder – is on a mission to correct misconceptions around non-dairy chocolate by assuaging fears that they taste grainy, chalky or artificial.

Its series of positive ’taste likes...’ messages show what Hip has in store for tastebuds, with multiple executions across the English capital hammering home these words, including ’Tastes like the future of chocolate’ and cheeky site-specific installations such as ’Tastes like you’ll be racking up the Nectar points’ adding to the fun as it promotes its exclusive Sainsbury’s availability.

Credits

Co-founder and strategy director: Ollie Burch

Co-founder and creative director: Emily Jeffrey-Barrett

Creative director: Nick May

Design director: Rachel Su

Creative: Fee Walter

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