Shoppers are gathering around grazing boards as Diana Vickers returns with a fresh take on the viral “Picky Bits” song, teaming up with friend Chiara Hunter for an M&S summer campaign ahead of National Picky Bits Day , a tasty moment that shows why picky bits are this season’s must-have party solution.

Essential Takeaways

  • Campaign reboot: Diana Vickers and Chiara Hunter star in a new M&S music video filmed in an M&S Foodhall celebrating National Picky Bits Day.
  • Big numbers: M&S sells more than 140 million packs of picky bits a year, with over 35 million pots of dip.
  • Summer range: New seasonal items include Mini Fuet sausages and Buttermilk Ranch Dip, plus shareable dips like Topped Chicken Tikka.
  • Vickers’ favourites: She recommends prawn pil pil, chicken tikka masala dip, pitta chips and a mix of strong cheeses.
  • Party vibe: The campaign taps into Britain’s love of grazing boards and easy, social summer eating , simple to assemble, fun to share.

Why M&S is leaning into grazing culture this summer

M&S has turned a very British love of nibbling into a full-blown seasonal moment, leaning into “picky tea” and grazing boards that look effortless and indulgent. According to the retailer, picky bits are a huge seller year-round, and the new campaign simply gives shoppers licence to lean into that trend for summer parties and casual get-togethers. The photos and the new video are bright and buzzy, designed to make you think about sharing rather than fussing over a full sit-down meal. If you want to ride the trend, start with a selection of dips and crisps, add one hot element and balance textures , that’s all it takes.

Diana Vickers’ comeback: pop, pals and the perfect dip

Diana Vickers stars alongside her podcast co-host Chiara Hunter in the new M&S spot, which repurposes their viral track and leans into playful friendship energy. The pairing works because it feels lived-in and cheeky , like the snack table at a very fun dinner party. Vickers talks openly about her love of the queer community and how live shows like Mighty Hoopla are highlights in her calendar, which gives the campaign an inclusive warm glow. For anyone planning a gathering, she’s a reminder that personality , and very good dips , make the spread.

What to buy: the summer picky bits kit

M&S’ summer roll-out nudges shoppers towards easy sharing options: think Mini Fuet sausages, Buttermilk Ranch Dip and topped dips that already do half the work for you. Industry coverage shows deli aisles have seen a boom in shareable, ready-to-serve items, and retailers are responding with products that look good on a board and travel well to picnics. Practical tip: choose one creamy dip, one spicy or herby dip, a crunchy carrier and a hot element. That combo covers most appetites and keeps the platter interesting.

How to build a platter that actually feels effortless

Start with an anchor , a big bowl of a hero dip , then surround it with contrasting textures and temperatures. Vickers’ pick of prawn pil pil and a chicken tikka masala dip is a good lesson: include something warm, something tangy, something smooth and a few very smelly cheeses for drama. Make use of pre-prepared elements from the deli counter to save time, and add a small pile of vine leaves or pickles for brightness. Presentation trick: use small bowls, different heights and an empty space or two so guests can help themselves without feeling overwhelmed.

The cultural moment: not just snacks, but social ritual

This isn’t just about foodstuffs on a platter, it’s about how Britain eats now , informally, socially and with a bit of theatre. Retailers and festivals alike have noticed demand for shareable formats, and campaigns that marry pop culture with products cut through social feeds. Vickers’ storytelling , from rooftop rosé evenings to karaoke with Celine Dion , nudges the idea that a great picky bits spread is as much about mood as it is about taste. So next time you host, think less fine dining and more convivial grazing.

It's a small change that makes hosting feel easy, sociable and a bit more delicious.

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