‘Mummy Pig’s Pregnancy’ won Gold in PR at The Drum Awards for Marketing. PrettyGreen’s viral campaign announced Mummy Pig’s pregnancy, blending fiction and reality to spark meaningful conversations on parenting, dominating kids’ entertainment in earned media.
Peppa Pig has been a beloved name for over 20 years, but while kids still love her, the brand was at risk of losing relevance amongst millennial parents seeking more relatable, teachable moments and turning to preschool competitors.
To stay relevant, Hasbro embraced #PigChanges, introducing a game-changing twist: Mummy Pig was pregnant. PrettyGreen’s challenge? Make it viral, headline-grabbing, and culturally unmissable.
The public and media love celebrity pregnancy announcements—which sparked a wild idea: why not treat Mummy Pig like the global star she is?
With EU preschool parents 10% more likely to follow meme accounts and 56% consuming news via TV (GWI EU 2024), PrettyGreen saw an opportunity to blur fiction and reality. With the support of partner Broadcast Revolution, PrettyGreen secured Mummy Pig’s first-ever live TV interview on Good Morning Britain to announce her pregnancy.
PrettyGreen then worked alongside international agencies to amplify the moment with parody celebrity announcements, family photos, and a sonogram, seeded out across social media and earned media. Extending the narrative for feature-led pieces, they worked with journalists and child psychologists to spark meaningful conversations on parenting, making Peppa’s news a viral, headline-grabbing sensation.
In one week, Mummy Pig’s Pregnancy broke the internet, trending on Google, X, and TikTok, as well as delivering:
Peppa Pig wasn’t just trending—it became a pop culture phenomenon. Congrats Mummy Pig! (And Hasbro and PrettyGreen!);
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration? Read our Award Winning Case Studies.
PrettyGreen
PrettyGreen is an independent creative communications agency with big brand ambition and a boutique agency soul, with specialists across PR, Social, Influencer Marketing...
