Picadeli

The Picadeli campaign began in March 2026. The brief was iniciated by Filip Lindquist as part of our joint Copywriting, Design and Advertising class at Forsbergs Skola.

Picky Rebels!
My concept grew out of my experience as a mother, watching my children be wonderfully picky about food. It got me thinking about all the little “picky rebels” around us: people who know exactly what they like, what they don’t, and aren’t afraid to make their own choices.

Instead of seeing pickiness as something negative, I wanted to turn it into something to celebrate. And that became the heart of the campaign: Picadeli celebrates being picky.

Rather than treating pickiness as a limitation, Picadeli turns it into freedom. You don’t have to settle for what someone else thinks a salad should be. You can build it your way, choosing exactly which ingredients you want, how much of each, and creating a combination that suits your picky taste.

After all, being picky isn’t about being difficult. It’s about knowing what you like.
Your salad. Your rules. No apologies.