--- title: "How Mummy Pig Broke the Internet: Behind the Campaign That Captivated a Nation" date: 2025-07-16T00:00:00+01:00 author: "ashley@bgn.agency" canonical_url: "https://itsprettygreen.com/latest/how-mummy-pig-broke-the-internet-behind-the-campaign-that-captivated-a-nation" section: News --- ![](/uploads/transforms/Images/_1280x720_crop_center-center_90_none/IMG_6971.jpg) News ## How Mummy Pig Broke the Internet: Behind the Campaign That Captivated a Nation If you missed our latest PrettyGreen webinar, now’s your chance to catch up on the viral sensation that had everyone—from Good Morning Britain to TikTok—talking. [*How Mummy Pig Broke the Internet* ](https://itsprettygreen.com/work/hasbro-mummy-pigs-pregnancy-breaks-the-internet)takes you behind the scenes of Hasbro and PrettyGreen’s campaign celebrating the arrival of Baby Evie and the bold evolution of the Peppa Pig universe, here in the UK. Timed to perfection and packed with humour, heart, and teachable moments, the three-trimester campaign transformed a simple storyline into a cultural moment. Announced live on Good Morning Britain (in collaboration with our brilliant partners Broadcast Revolution) Mummy Pig’s pregnancy captured the imagination of parents, kids, and media outlets alike, with the campaign reaching over **28 billion global media impressions** and **2,300+ pieces of coverage**. The campaign’s success hinged on the insight that while Peppa had universal awareness, cultural relevance with parents was softening, and it was time to rip up the rulebook. As Hasbro’s Esra Cafer put it: *“Preschoolers loved Peppa, but we wanted to deepen that emotional connection with families. So, we asked ourselves: what would Peppa do? She’d jump into the muddy puddle.”* - even if that means scrapping your five year marketing strategy... That creative "jump" became a masterclass in storytelling. From a celebrity-style announcement, to a gender reveal stunt, and in-store celebration at Battersea Power Station, to Mummy Pig gracing a digital *Grazia* cover, the campaign mirrored real-world pregnancy milestones with playful familiarity. Social media listening (Queen Mother, anyone?) even evolved into, a royal-style birth announcement, complete with a town crier and pink waistcoats. But it wasn’t just a meme-worthy moment. The campaign saw **a 17-point uplift in brand love**, **67% reach among UK preschool parents**, and record-breaking footfall to UK and Global retail partners. “We trended across Google, X, and TikTok,” said PrettyGreen’s Emma Simpson, “but it wasn’t just luck—we built every beat around deep insights and bold creativity.” As *MailOnline*'s Elizabeth Haigh summed up: *“Even people who don’t have kids knew every detail—it reached far beyond its audience.”* Watch the full webinar now to hear from Hasbro, PrettyGreen and MailOnline on how they pulled off one of the year’s most talked-about cultural moments - simply by registering your details below! **The video will then automatically load.** Share: showTooltip = false, 1500)"> Copied! [](https://linkedin.com/shareArticle?mini=true&url=https://itsprettygreen.com/latest/how-mummy-pig-broke-the-internet-behind-the-campaign-that-captivated-a-nation.md&title=How%20Mummy%20Pig%20Broke%20the%20Internet%3A%20Behind%20the%20Campaign%20That%20Captivated%20a%20Nation) ## In other news [News ![](/uploads/transforms/Images/_650x600_crop_center-center_90_none/ChatGPT-Image-Sep-30-2026-at-06_05_10-PM.png) ### PrettyGreen invests in Social and Influencer Marketing team with Senior Promotions PrettyGreen strengthens its Social and Influencer team with two senior promotions, Issy Selby steps up to Director of Social and Influencer and Olly Reeves moves into a dedicated Social Creative role, following continued growth in the Social and Influencer business.](https://itsprettygreen.com/latest/prettygreen-invests-in-social-and-influencer-marketing-team-with-two-senior-promotions)[News ![](/uploads/transforms/Images/_650x600_crop_center-center_90_none/Steve_Parker_Incoming_Managing_Partner_SocialInfluencer_PrettyGreen.jpeg) ### Steve Parker joins PrettyGreen to lead Social & Influencer A big new hire. 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