In pictures: The Persuaders and Grayling create Pimm's skipnics

Diageo tasked agencies Grayling and The Persuaders to create a series of pop-up activations for its summer spirit brand Pimm's to bring a slice of the Great British outdoors to the capital.


The Skipnics for Pimm’s concept was launched yesterday (7 August) in London’s Covent Garden with Made in Chelsea star Millie Mackintosh.

The Persuaders was tasked with revamping a series of skips and making them into dedicated pop-up picnic areas, which members of the public will be invited to enjoy across the next couple of days.

Each skip features a Great British outdoor theme, featuring garden-shed style structures adorned with flowers.

Consumers are being invited to bring along their own picinic to the Pimm’s skipnics, as well as enjoying free samples of Pimm’s and a cucumber sandwich from the brand’s sampling team who are dressed as workmen in high-vis jackets.

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