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Mischief / Just Eat x Sainbury's
Deliverables
1x Instagram Reel
1x Instagram Story
Date
November 2023
My Role
- Developed the campaign concept further in collaboration with Mischief
- Created moodboards to define visual identity and tone
- Structured content flow and scripting alongside agency creatives
- Briefed animators on graphic requirements and motion style
- Sourced and recce’d location to match creative vision
- Directed on-set production, managing talent and crew
- Oversaw post-production through to final delivery
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 audiences.
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
