31 May 2024

A month of Mischief, May 2024

Welcome to A Month of Mischief,  a monthly take on the hottest passions gripping the nation, along with the latest Mischief news.


The Passion Perspective

It might not seem like it right now, the sky is grey, it’s been the wettest start to the year (ever?) and everyone is a bit miserable, but that Summer of Sport we’ve been talking about for a while is finally upon us. The UEFA European Championships will be kicking off in Germany on 14th June, where home nation Scotland will take on the hosts in the opening game.

There are yet again high hopes for England, can the men’s team emulate the successes of the Lionesses and lift the trophy come 14th July? Can we overcome the heartbreak of losing out on penalties in the finals of Euro 2020 (technically ‘21)? We’d like to think so.

But it’s not just the football we’re looking forward to, we’re looking forward to the brand campaigns that come off the back of it, whether an official partner of UEFA or just partial to a little ambush marketing, it’s always a highlight to see brands flex their creative prowess in order to gain attention and be a part of what will be one of the biggest talking points in the world.

Budget supermarket and favourite of many, Lidl, has used their official partnership with UEFA in the most wholesome of ways, launching a competition in which parents can sign-up (clever data capture, we see you ;)) for a chance for their children to be official mascots at the tournament, giving a once-in-a-lifetime opportunity to be a part of Euro 2024, nice.

Adidas meanwhile has relied heavily on star power, using its athletes and ambassadors, new and old, in an epic piece of content set out to continue its ambition to disarm negative pressure. The fast paced video narrated by David Beckham, stars England and German golden boys, Jude Bellingham and Florian Wirtz showcasing their raw ability to the backdrop of Queen Ft David Bowie Under pressure – it’s definitely worth a watch if you wanted to get amped up for the tournament!

Many more campaigns, official or not, will be launching over the next few weeks so keep an eye out and share your thoughts on who will win Euro 2024 in the brand world.

This Month at Mischief

Nigella And Ocado Look To Crown Britain’s Next ‘Queen Bee’

Beekeepers around the UK are buzzing with excitement as Nigella and Ocado join forces yet again, but this time to crown Britain’s next ‘honey hero.’  Launching on World Bee Day (see what we did there?),  in collaboration with the British Beekeepers Association, the competition looks to celebrate the nation’s dedicated small-scale and hobbyist honey makers.

The winning entry will take home a tidy £2,000 prize to top-up their honey making hobby AND the opportunity to be listed on the Ocado website, right next to British honey producers like Black Bee Honey and Scottish Bee Company.

Securing national coverage on launch day with a front and double page feature in The Times, the buzz didn’t stop there… coverage made like the proverbial honey on toast and spread to the Metro, Daily Star, Daily Express, The Herald, and much more leading to over 40 entries already.

Know any keen beekeepers? To take part, visit http://www.ocado.com/honeyheroes for the chance to get listed on the nation’s leading online supermarket.

Read more about Nigella’s search for a queen bee here.

 Coventry Goes Green With E.ON’s Vibrant Muriel 

This month, we worked with E.ON and Coventry City Council, to join forces and reimagine the way energy is used, whilst giving the city walls a serious makeover.

This green initiative was brought to life from EON’s research, which revealed more than half (58%) of children want to see more greener spaces in their city, as well as solar panels on all buildings and even robots picking up litter!

Giving the people what they want, we collaborated with local artist, Ben Barter, to craft a stunning mural as a vibrant tribute to E.ON’s commitment to steer Coventry towards a greener future over the next 15 years. This 32ft masterpiece at FarGo Village, brought to life with help from local school kids, is more than just art – it’s a colourful pledge for a sustainable future, complete with heat pumps, solar panels, and EV chargers.

The muriel hit headlines…we secured a staggering 175 pieces of coverage, including multiple key regional radio hits with Capital West Midlands and BBC Radio.

Click here to read more about E.ON’s green dream.


LEGO Brings Middle-Earth To Life… 

This month, we worked with LEGO, in partnership with Warner Bros, to launch the brand-new Lord of the Rings: Barad-Dûr set, featuring the epic dark tower and Eye of Sauron in LEGO form. Christmas has come early for Lord of the Ring fans, as they can rebuild the epic fantasy world brick by brick.

The shiny new set has many hidden fan “treasures” and story references from the Lord of the Rings. There are also 10 minifigures of famed characters, including Sauron, Mouth of Sauron, Orc, Frodo, Sam, Gollum™ and Gothmog.

As expected, fantasy fans were ecstatic with the latest set, with positive responses from fans online and 50+ pieces of coverage secured in key titles such as, Mail Online, Metro, Radio Times, Shortlist and Stuff, fans are keen to snap up this new addition to the LEGO universe.

Mischief in The News

In other news, congratulations are in order for our Associate Director Vishal Rana who has been shortlisted in the Consumer Pro of the Year category at The Pros Awards 2024. The Pros Awards take place on 20th July and are the only industry awards to be judged by a panel of Black, Asian, Mixed Race and Ethnic Minority. Fingers crossed for the win!

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