‘Pig news’ by PrettyGreen won Gold at The Drum Awards for PR, Entertainment & Consumer. It elevated Peppa Pig by treating Mummy Pig like a global celebrity, leveraging TV and social media to generate massive coverage and engagement, and sparking meaningful conversations about parenting.
Peppa Pig is loved by pre-schoolers worldwide, but in a crowded preschool space, the brand was at risk of losing relevance among 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?
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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.
With TV as our hero format, and 56% of our audience consuming news on TV (particularly via ITV - 72% more likely than average), we made a strategic move to launch our announcement with an iconic crossover moment, with 'Good Morning Britain' (GWI EU 2024).
Breaking the fourth wall, with the support of our broadcast partner agency, Broadcast Revolution, we secured a primetime ‘live’ TV interview on Good Morning Britain, where Mummy Pig dialled in to announce she’s expecting a third piglet.
We collaborated with the broadcast team to script, animate, and produce the exclusive segment - positioned before the school run at 7.30am. All entirely earned, not a penny was paid for the 3min placement or subsequent follow-up segment, stating the world had gone into a Peppa Pig “fever dream”.
But we didn’t stop there. We extended the cultural impact by leaning into internet culture and humour - releasing spoof celebrity-style pregnancy announcement photos, family portraits, and a sonogram to drive conversation across social and earned channels.
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But whilst a light-hearted story of joy, we recognised the potential for teachable moments too. So, we worked with our press contacts sharing the news under embargo, to place feature-led pieces, that raised topical, impactful conversations. Articles from how the news could help expectant parents talk to kids about new arrivals to the family, the current economy for new parents, as well as working with child psychologists to give additional credibility to the news stories.
By leveraging these real-world media formats, high-impact, topical storytelling, and an integrated PR approach, we transformed Peppa’s latest storyline into a headline-grabbing, parent-approved, viral phenomenon.
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...