Submitted by 22 IMPACT

Misfits Eats by Sidemen flavour launch

22 IMPACT cast and managed model Lili-Mae for a Misfits Eats flavour launch shot in London, which the agency reports drove 1M+ food delivery impressions.

1M+ food delivery impressions driven across talent social content and Misfits Eats' paid digital channels targeting UK urban audiences.food delivery impressions

Case in 60 seconds

Misfits Eats needed a new flavour launch to carry across website, social and paid digital at once, which meant a single London studio session had to produce a full set of finished, commerce-ready assets.

The work appears to turn on the recognition a Sidemen-backed brand already holds with UK urban audiences, because a launch reaching people through talent social content and paid digital together does not have to spend the impression on introducing the brand.

Bridge the model and the brand directly, so that one booked talent, briefed and contracted end to end by the agency, becomes the organizing element of a clean, digital-first flavour launch rather than one input among many.

22 IMPACT booked and managed Lili-Mae for a London studio shoot, handling contracts, usage rights, travel and briefing, and directed bold, product-led movement cut for mobile and e-commerce, which then ran across website and social channels with press pickup.

22 IMPACT reports 1M+ food delivery impressions driven across talent social content and Misfits Eats' paid digital channels targeting UK urban audiences, with the launch amplified further by additional press pickup beyond owned platforms.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

UK urban audiences, reached through talent social content and Misfits Eats' paid digital channels.
A brand backed by the Sidemen sits between creator content and packaged food retail, so a flavour launch has to look like a commercial campaign while keeping the creator association that gives the brand its standing; the page does not state how that balance was briefed.
Food delivery marketing competes for attention on mobile feeds where product has to register in seconds, which is why the direction was built on product-led movement and bold visuals cut for mobile and e-commerce rather than on conventional food styling.
22 IMPACT positioned itself as the bridge between talent and brand, taking on booking, contracts, usage rights and production communication so that Misfits Eats bought a managed studio day rather than a set of separate arrangements.
Based on the available evidence, running the same imagery through talent social accounts and paid digital placement suggests an assumption that a UK urban audience encounters the launch repeatedly across surfaces rather than once, though the page does not describe frequency or targeting detail.

Creative & Execution System

Partners

  • 22 IMPACT (lead_agency)

Creator role

  • Lili-Mae — creator

Results & Evidence

MetricValueResult type
food delivery impressions1M+ food delivery impressions driven across talent social content and Misfits Eats' paid digital channels targeting UK urban audiences.impressions

Why 22 IMPACT's strategy worked

  1. 1

    Consolidating booking, contracts, logistics and production communication under one agency appears to be what allowed a single session to yield a full asset set, because the shoot day carried no unresolved commercial questions.

  2. 2

    Contracting usage extensions and renewals at the point of booking reads as a way to keep a launch running across owned and paid surfaces without a second negotiation, which matters where the same imagery has to serve e-commerce and social.

  3. 3

    Casting an experienced commercial and editorial model for a creator-led brand suggests a route to polish that creator-native production does not supply on its own, while keeping the output legible to the brand's existing audience.

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