Putting Peppa Pig Back in the Spotlight with a Groundbreaking Broadcast Moment

The Challenge
Peppa Pig has long been a beloved character for families across the UK, but with increasing competition in the children’s entertainment space, the brand faced a new challenge: how to bring Peppa Pig back into favour and place her once again at the forefront of the nation’s minds. More than just a reintroduction, the aim was to emotionally reconnect the brand with its audience by positioning Peppa Pig as a support system for new parents—mirroring the relatable experiences of Mummy Pig and her pregnancy journey.

The Approach
To create a culturally resonant moment, we developed an innovative broadcast-first strategy: an exclusive on-screen interview with an animated Mummy Pig, opening up about her pregnancy and sharing the family’s feelings around this new chapter.

The idea was to treat the fictional character with real-world significance—offering a one-of-a-kind opportunity to selected broadcasters that would both maximise exposure and create a media ripple effect.

The journey began with The One Show, chosen for its family-oriented audience and reputation for landing major exclusives. Although they were enthusiastic about the idea, branding restrictions meant they couldn’t move forward.

Attention then turned to Good Morning Britain (GMB)—a perfect fit due to its commercial nature, broad reach, and role in kickstarting the news of the day. Leveraging strong media relationships, we worked closely with the GMB team, Peppa Pig’s brand stakeholders, and the agency to ensure the collaboration was seamless. Every detail was considered—from crafting a fit-for-purpose segment to providing tailored assets that suited both the show and the wider brand vision.

The Impact
The result was a media moment that exceeded all expectations. The GMB interview sparked widespread national and regional coverage, crossing both commercial and BBC broadcast channels. Print media followed suit, amplifying the message across platforms.

On social media, the coverage broke records for GMB, becoming one of their most engaging pieces to date. The moment resonated beyond expectations, capturing the attention of major brands, and even gaining traction on international podcasts and media outlets.

We are currently at 80 million views on TikTok and over 73 millions views across all platforms. We have seen over 150 press articles crediting the exclusive on Good Morning Britain, including online and digital news outlets such as Pubity (39.5million followers) The Shade Borough (876k followers) and loveofhuns (776k followers).

The campaign didn’t just succeed in putting Peppa Pig back in the conversation—it made her the centre of a cultural phenomenon, reminding families why they fell in love with the brand in the first place.