Making pea milk impossible to ignore.
A humor-led social strategy that repositioned a challenger alt-milk brand — delivering 400,000+ engagements and a standout £0.13 CPC.
Helping more people drink their pea.
As a challenger brand in a crowded alt-milk category, MIGHTY needed to stand out with more than just plant-based credentials. Brand Revolution partnered with the team to re-energize MIGHTY's social presence through bold, humor-led content designed to spark brand love and drive product trial.
The result was a confident, product-first social strategy that cut through the noise and reframed MIGHTY as a brand with personality, purpose, and momentum.
Campaign Impact
Try Our Pea.
At the heart of the strategy was 'Try Our Pea,' a playful, ownable campaign built to stop the scroll and invite curiosity. We leaned into street-level authenticity with man-on-the-street interviews, asking real people a simple question and capturing genuine, often unexpected reactions.
The humor-forward approach lowered barriers, sparked conversation, and made trying pea milk feel approachable, not intimidating.
Humor that converts.
The 'Try Our Pea' creative became MIGHTY's top-performing social ad to date, delivering over 400,000 engagements, 6,000 link clicks, and a standout £0.13 CPC. By pairing bold language with human reactions, the campaign translated attention into action and proved that product-led storytelling, when done with personality, can drive both brand affinity and measurable performance.
Oat M.lk, elevated.
Building on that momentum, we shifted focus to MIGHTY's Oat M.lk Powder with a more refined visual approach. High-end social imagery and product-first storytelling showcased versatility and everyday relevance, tying usage moments to cultural touch points like festivals, travel, and holiday visits. The campaign reached nearly 500,000 impressions and generated an additional 390,000 engagements, reinforcing the strength of MIGHTY's evolved social direction.
What the Froth?!
To spotlight MIGHTY Barista Oat M.lk, we launched the 'What the Froth?!' Latte Art Challenge, inviting audiences to embrace imperfection and have fun. By celebrating wonky pours over polished perfection, the campaign encouraged participation from non-baristas and drove organic engagement. Daily story features, tongue-in-cheek ratings, and over 100 pieces of UGC helped fuel community interaction and contributed to increased in-store purchase during the campaign window.
Brand Revolution supported the development of our new approach to socials, bringing more humor and an engaging tone to cut through a category crowded with brands delivering similar messages. And through a combination of content, copy and community management, we've seen engagement KPIs more than double versus last year!
