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.
