Overview

Copper Branch wanted to make noise in the plant-based space. To do it, they teamed up with Mena Massoud, the star of Disney’s Aladdin and author of Evolving Vegan. Over four months, we created content that tied Copper Branch into cultural moments — from Halloween to the Superbowl — and pushed it out across both Copper Branch’s channels and Mena’s.

Challenge

Copper Branch had loyal customers but needed more reach. The plant-based QSR space was crowded.

To stand out, the brand needed a way to break through to new audiences and drive sales. The solution was to use Mena’s following and cultural credibility to put Copper Branch in the spotlight.

Strategy

We built a campaign that mixed content, culture, and personality.

Seasonal hooks: Mena carved pumpkins for Halloween, launched ramen for winter, and led a Superbowl spread.

Viral formats: From meme-style burger bites to blind taste tests, the content was designed to be shared.

Menu hacks: Mena showed playful new ways to enjoy Copper Branch staples, turning regular dishes into moments worth talking about.

Everything was captured and produced by us, then shared across both Copper Branch and Mena’s social channels to maximize reach.

Results

The collaboration gave Copper Branch a new spotlight.

Fresh content that lasted from October to February.

Reach amplified by Mena’s following and Copper Branch’s channels.

Cultural tie-ins that gave the brand presence far beyond food alone.

By bringing Mena’s personality together with Copper Branch’s plant-based mission, we helped the brand grow its voice, engage new audiences, and stand out in the space.