Minor Figures launches Dairy Disloyalty campaign

Global – Dairy alternative milk brand Minor Figures has launched Dairy Disloyalty, a campaign encouraging coffee-lovers to switch to plant-based milk.

Players in more than 20 cities can collect stamps at participating cafes by ordering a coffee with Minor Figures or any other non-dairy milk. When all six stamps on each city-specific card have been redeemed, participants can submit their completed stamp card online to win prizes such as a La Marzocco Linea Mini Espresso Machine and vintage-style Minor Figures bowling shirts. 

The campaign aims to raise awareness of the environmental benefits of non-dairy milk, combatting methane emissions and deforestation.

In our Inflationary Loyalty Market report in 2022, we unpacked how brands were looking to emotional appeals and digital loyalty programmes to navigate inflation and retain consumers. Two years on, Minor Figures’ campaign embraces gamifying loyalty instead, using novelty to appeal to increasingly apathetic consumers.