What does it take to own a cultural moment in one of the busiest news weeks of the year?

For the second National Picky Bits Day, Marks and Spencer brought us on board to drive media relations and make sure the nation was talking about our favourite picnic essentials.

From relaunching the iconic Picky Bits song with Diana Vickers and Chiara Hunter, to unveiling M&S as the UK's Home of Picky Bits and introducing its new sweet dips, our role was to generate buzz around the campaign and keep picky bits at M&S front of mind.

And with the news agenda dominated by major headlines (the PM resigned, World cup AND the heatwave to end all heatwaves), it wasn't the easiest week to cut through (understatement.) But that's where great strategy and strong relationships shine through most. We adapted our angles, evolved our assets and kept pivoting throughout the week to ensure the campaign landed.

The results so far:
✨ 21 pieces of coverage
✨ 5 national features
✨ 145M+ reach

Coverage included Mail Online, Mirror Online (twice!), Express Online and Attitude, alongside broadcast coverage across Hits Radio and its regional network, LBC News, Greatest Hits Radio plus a BTS Woman and Home reel.

The momentum didn't stop there… after spotting Lily Allen picking up Picky Bits in her local M&S, we delivered a Picky Bits picnic and branded merch backstage ahead of her O2 show.

This is an example of how creativity, agility and a pure hustle can help campaigns cut through, even when the odds are stacked against you.

A huge thank you to the team at M&S for trusting us with such a fun campaign.

And remember – it doesn’t have to be National Picky Bits day for you to enjoy a picky tea!