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.

A cheerful elderly couple is pouring milk from a white pitcher into a bowl of cereal. The woman has short, pastel pink hair and is wearing a pink shirt, while the man has gray, curly hair, a beard, and is wearing glasses and a multicolored striped shirt. The background has a green circle, and the image is framed with an orange border. The text reads "I PEAK'D ON HIS CEREAL," and there is a carton of Mighty high protein pea milk on the right side of the image.

Clicks

6,000

£0.13 CPC

Packaging of Mighty Ultimate Oat Barista plant-based milk alternative with black, white, and tan design, featuring text indicating it contains no dairy or nuts, created with professional baristas, and promotes oat and plant protein.

TRY OUR PEA became Mighty’s best performing social ad

Engagements

400,000+

Organic Views

+233%

Increase in Meta engagement

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.

Series of photos showing people participating in street activism, holding signs, and interacting on city streets. Some signs display messages like "Try my tea" and "Try my peaky." Several individuals are engaged in conversations or using their phones, and the background features urban storefronts and pedestrians.

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.

“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!”

Sam Cordwell, Director of Sales, MIGHTY

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.

Image of a thank you message from Berty, dated September 15, 2023, praising Mighty Oat Milk Powder with a picture of the product in a white and brown pouch.

A breakfast scene with a bowl of colorful cereal, a carton of oat-based milk, a bowl of chocolate cereal, a cup of coffee, and a bowl of scrambled eggs on a white wooden table. There is a blue cloth, some cereal pieces, and breakfast-related items scattered around.

Advertisement featuring a woman with braided hair and glasses pinching her nose, next to a package of Mightly Oat M.L.K Powder with a large yellow and white background. The text states: "You got M.L.K!" and "Say hello to your new cupboard staple!"

Advertisement for Mighty Oat Milk Powder, featuring a man and a woman with worried expressions. The man is on the left with a puzzled look, and the woman is on the right adjusting her glasses. The text says, "GONE OFF MILK?" and "FORGOT MILK?" with a central image of the oat milk powder package and the phrase "YOU GOT M.L.K.!"

A hand holding a carton of Mighty High Protein Unsweetened milk over a table with cereal bowls, a glass of water, a cup of coffee, and a striped cloth.

A cereal box labeled 'Mighty High Protein Pea Unsweetened', a bowl of cereal, a mug of coffee, and scattered alphabet cereal letters on a white surface, with the phrase 'PEA ON MY CEREAL' spelled out using the cereal letters.

Stack of pancakes topped with mixed berries and syrup on a white plate, with a bowl of strawberries in the background.

A product advertisement for Mighty Oat M.L.K. powder featuring the question "Forgot milk?" with an empty checkbox and "Got M.L.K.?" with a checked box, displaying a white pouch of Mighty Oat M.L.K. powder.

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.