Brief:
Support the launch of Sainsbury’s new ‘Picky Bits’ boxes in partnership with JustEat by creating a social-first activation that would drive buzz, build festive anticipation, and spark playful conversation among UK .
Creative approach:
To bring Mischief’s initial idea to life, we leaned into the cultural power of a good debate, especially when picky bits are on the table. With talent like Chloe Burrows and Specs Gonzalez, we turned a casual festive dinner into the ultimate food fight for opinions, capturing real chemistry and bold, funny takes that felt perfectly native to social.
The end result was a content series that balanced brand messaging with humour, driving conversation and awareness without ever feeling like an ad.
Results:
Drove social conversation around the Picky Bits launch in the lead-up to Christmas
Positioned the product as a fun, festive must-have
Strengthened brand connection through influencer trust and humour