Moma launches campaign for new bircher muesli pots

Moma, the breakfast brand, has launched a campaign that encourages people to "start your day awesome".

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The ads have been created by Aesop, which took on the business earlier this year following a competitive pitch.

The three images launch the bircher muesli range, and are designed in a comic art format. One shows a bi-plane flying out of the breakfast pot, another a rocket launching and the third has the word "pow!" bursting out of the pot.

Tom Mercer, the founder and managing director at Moma, said: "Our new ads capture the energy and passion of our brand, the power of oats, and champion our new bircher muesli pot.

"Aesop has worked tirelessly to nail the creative and deliver a fantastic campaign."

The ads were created by Simon Hipwell and Matt Pam.

Martin Grimer, the executive creative director at Aesop, said: "This was all about communicating what Moma stands for – making oats more awesome.

"We wanted to make the brand stand out in a dramatic and simple way – if the oats are more awesome, they’re going to make you feel more awesome too."

Moma had appointed The Red Brick Road last year to promote the healthy-eating credentials of its brand, but the two have since parted company.