Helping
MIGHTY sell
more pea (m.lk)!
Services
Social Media / Brand Strategy & Design / Content Creation / Photography / Video
The Brief
Brilliant first worked with MIGHTY in 2019, where we supported what was then a new brand with their consumer sampling and retailer activations.
Alongside this, we also built and delivered the marketing strategy and activations to support their successful crowdfunding campaign to raise initial capital.
Together we made really fun content and exciting OOH material, but after a year, MIGHTY grew big enough to move creative output in-house, and so our collaboration was put on pause.
It’s fair to say we missed the brand and their team though, so when the opportunity to work together appeared again, we were thrilled to have them back!
Now a brand with recognisable status in the plant milk category, we’ve been helping them refocus their social efforts to bring more fun to their content and improve consumer understanding of their products, ultimately increasing marketing share and sales.
Our brief was to aid the business in planning and producing social content, to help support the brand’s long-term marketing objectives.
Objectives which were as simple as this:
Make Mighty Pea the go-to plant milk in the UK and create content and campaigns that drive sales in both retailers and through their e-commerce store.
What the Froth!?
In a bid to show the best of MIGHTY’s Barista Oat M.lk, we helped deliver a Latte Art campaign and competition that drove UGC content and showcased just how frothy a MIGHTY coffee can be!
We published daily stories of tongue-in-cheek art ratings to drive further engagement, and ended up with over 100 pieces of latte art UGC.
The crux of this light-hearted campaign though was to show that fancy-looking coffees aren’t important. So long as they’re tasty, frothy and using good quality plant milk, you’re a barista in our eyes!
Our Approach
Our insights told us that at this point, the benefits of plant-based and alternative milks are well known to consumers.
They didn’t need MIGHTY to be another alt-brand convincing people to make the switch from dairy.
Instead, we needed to convince consumers to choose the brand over the many other oat, almond and soya ones out there.
So our strategy was to cut through the beige by utilising humour and being bolder with MIGHTY’s content.
Working closely with their Sales Director and Creative Lead, we’ve devised quarterly campaigns that focus on singular product offerings, helping introduce MIGHTY’s range to an unfamiliar audience.
Try Our Pea…
Our first campaign centered around their MIGHTY Pea M.lk, a unique recipe made from yellow split peas! Having focused on the benefits of this product in past campaigns, we decided that for 2024, the brand needed to focus on the humorous side and get people talking…
Taking the low hanging fruit, we really played on pea-based puns and created a series of vox pop-style videos designed to grab attention.
“Want to drink our pea?” was our question to the streets of Leeds, resulting in some funny interactions which our videographer turned into an engaging series of Reels and TikToks.
Forgot Milk? You Got M.lk!
We’ve all been there.
The weekly shop is in the fridge, the kettle’s on and your feet are up. You’re ready for a nice cup of- FORGOT MILK.
Forgetting milk is essentially a pastime in the UK, so we played on this with a campaign designed to offer a resolution – MIGHTY Oat M.lk Powder – a handy cupboard backup which is long-life and versatile!
Results
Our Pea M.lk campaign became our most successful ad campaign for social traffic.
Using this creative, we drove 6k link clicks at £0.13 per click and brought in over 400k engagements across the campaign.
This resulted in a 233% engagement increase on MIGHTY’s Facebook from the previous month.
Our Oat M.lk Powder campaign continued this trend, generating half a million impressions across the month and bringing in 390k engagements.
