Mummy Pig’s Pregnancy Announcement

Client: Hasbro

Peppa Pig is loved by pre-schoolers worldwide, but in a crowded preschool space, the brand was at risk of losing relevance amongst modern millennial parents.

Enter ‘pig news’ - Mummy Pig is pregnant. With Mummy Pig a household name - no, an icon - it inspired a thought. Could we elevate the Peppa brand into the real world by treating Mummy Pig like a global celebrity? Our data showed EU preschool parents were 10% more likely to follow meme/parody accounts and 56% of pre-school parents consume news via watching the news on TV, paving the way for an iconic crossover, that saw Mummy Pig break the fourth wall in her first ever televised interview.

Trending on Google, X, and TikTok, we generated +800 pieces of coverage, 127m TikTok views, 1.26m engagements and uplifted Peppa Pig to a 75% SOV across earned media vs competitors – all it took was 24 hours, for this pig to hog the limelight.