Case studies

Our Work

Low budgets. Big conversations. Here’s how cultural insight turned into talkability.

Client: itsu4.6M organic views

“It’s WHO?!”

Insight: Over 60% of Brits still don’t know who itsu are. A lack of notoriety is an issue shared with ‘legend of the internet’ Ronnie Pickering — an internet icon who, according to our Engines of Culture, was just as relevant today as 10 years ago.
Idea: We painstakingly recreated the well-meme’d viral road rage scene that shot Ronnie Pickering to fame in 2015, but with a not-so-subtle twist: “It’s Who?”… “Itsu”.
Results: Over 4.6M organic views across social, 14 pieces of media coverage and the second best performing itsu content of all time. More importantly, awareness for itsu increased by 9% in the North-East and North-West of England in a single quarter.

Client: itsu+21% talkability

Insight: Every December, consumer search interest in itsu plunges — accompanied by a 15% decline in grocery sales. Christmas is the one time of year consumers actively seek out ads, so brands spend tens of millions trying to buy their attention.
Idea: itsu didn’t have tens of millions, they had £10k. When budget is limited, cut-through is king. We created the anti-Christmas Christmas ad: a sarcastic tug on the heart strings of the nation. Whilst the nation tucks into turkey, itsu waits patiently for January.
Results: At a time when itsu had no right to show up, we delivered 7 million organic views and, more critically, increased talkability for the brand by 21%.

Client: Riverford#1 on r/TheLastOfUs

Insight: Season one of ‘The Last of Us’ was the most wiki’d thing on the planet. On release, mushroom sales took a dip thanks to the reputational damage caused by cordyceps — the mushroom-like fungus responsible for the outbreak.
Idea: Riverford had never found a way to talk about their peat-free mushrooms. So we hijacked the season 2 premiere with a giant mushroom billboard: “The First of Us — peat-free organic mushrooms that won’t eat your brains”.
Results: The campaign became the number one trending topic on r/TheLastOfUs and ranked #5 across UK Reddit. It was picked up organically by meme pages and cultural commentators.

Client: National Express+62% talkability MoM

Insight: 11% of all conversations around National Express mention the song ‘National Express’ by The Divine Comedy. Most agencies would suggest using the track in the next TVC — but when you’re in the business of earning attention, you have to be unexpected.
Idea: We issued The Divine Comedy a Cease and Desist across social, then turned up at their Brighton gig with a bus to take them to the High Courts of Justice.
Results: A static post became National Express’s most successful post of the last 5 years, gaining 4.5 million views and a mention on BBC radio. Critically, it created a 62% month-on-month increase in talkability.

Client: Endura3M+ views

Insight: Lime bikes have become a fixture of urban culture. The neon green bikes are four times heavier than regular bicycles, and in 2025 contributed to 11,000 serious e-bike crashes.
Idea: The biggest cultural flashpoint around cycling is helmet safety. We stirred the debate by physically crashing an e-bike into our own ad. The message was simple — “Don’t be a helmet, wear one.”
Results: Endura’s most successful social campaign, generating over 3M views across social and making ‘Endura Helmets’ a breakout related search term.

Client: BodenTimes Square takeover

Our clientsitsu · Riverford · National Express · Endura · Canterbury · KFC · Pentland