Mission Wraps

From juicy survey to sizzling socials

We’d been looking after Mission’s digital account for a couple of years, when they came to us with the opportunity to create their biggest campaign to date. The seed of the idea came from the results of a tasty new customer survey that wanted to understand the way people were using their wraps, and the results were surprising.

People wrapped in so many different, ingenious ways.

These unexpected insights led to ‘Wrap Mission Your Way’ – a celebration of individuality, imagination and the myriad ways we’re all wrapping - a campaign designed to spark conversation around people’s ‘wrap styles’.

We assembled a team consisting of our creative director, lead copywriter, paid social specialist, photographers, food stylist, hair and make-up artists and our sister agency Ideal Insight, who managed the video production.

Together, we identified the six most popular wrap techniques from the survey and created six personas – The Traditionalist, The Careful Crafter, The Hopeful Overloader, The One Folder, The Wrap Hacker and The Fumbler. We built out their characters, wrap styles and recipes, then put out casting calls for actors to bring them to life.

We knew we needed a fun, energetic video at the heart of the campaign. So, we wrote voiceover scripts, storyboarded, finalised set design, created shot lists, sourced props and wardrobe. It led up to a two-day shoot, with early starts, 12-hour days and plenty of moving parts that required meticulous planning to run smoothly.

Shoot done, we put together our hero ad and used it as the basis for the rest of the campaign’s social assets, taking them live across YouTube, Google, Meta and TikTok.

The engagement levels were epic, and it led to the hero ad being placed on BVOD.

After a few years of looking after Mission’s organic socials, this campaign was a step change for Mission. Today we look after their full social strategy, including paid media, landing page development, influencer management, and brand collaborations. You could say the partnership’s really on a roll.