Misfits is a Gen Z-targeted vegan, gluten-free protein bar brand from the UK that needed to break into the crowded United States market without diluting its bright, distinctive identity. We built the launch around US fitness influencers whose audiences already cared about veganism, clean nutrition and active lifestyles.
Scaling to 270 gifted collaborations, the campaign generated more than 300 live social stories, much of it genuine first-reaction content from creators encountering the bars for the first time, and reached a total audience of 13,925,698.
By anchoring the strategy in shared values rather than reach alone, Misfits landed in the US with authentic, credible content at serious scale.
Why Launching in a New Market Meant Leading With Values, Not Ads
A UK brand entering the US protein bar category is competing against established local names, so the page’s own Approach section anchored the campaign in shared values (veganism, clean nutrition, active lifestyles) rather than trying to out-shout the category on reach alone. That is why the creators recruited were US fitness voices whose existing audiences already cared about those things before Misfits ever reached out, rather than a broad roster picked for size.
What 270 Collaborations and 13.9 Million Reach Represent
270 gifted collaborations generating more than 300 live social stories and reaching a total audience of 13,925,698 is a reach and content-volume figure, not a sales figure for a new market, but the page’s own framing is specific about why the volume matters: much of it is described as “genuine first-reaction content from creators encountering the bars for the first time,” which is a harder thing to fake at scale than a scripted post, and scale is what a first launch into an unfamiliar market needs most.
