This week, we made headlines worldwide for Hasbro’s Peppa Pig franchise, after Mummy Pig’s pregnancy announcement became a viral sensation. With Peppa Pig already a beloved household name, the challenge was to amplify brand visibility and engagement in an increasingly competitive preschool market.

Inspired by celebrity pregnancy reveals, we orchestrated a unique PR stunt—Mummy Pig’s first-ever live TV interview on Good Morning Britain—to announce her growing family.

The campaign leveraged humour and internet culture, by creating a rich content library featuring animated family photos, a sonogram, and social media-friendly memes. It quickly took over the internet, trending on Google, X, and TikTok, with Peppa Pig UK Google searches surging by 88%. Good Morning Britain’s TikTok clip amassed 57M views, while overall campaign engagement reached 1.4B across various platforms. Firmly cementing Peppa Pig into popular culture, it became a talking point on Reddit, Mumsnet, and even received playful nods from brands like John Lewis and Grind Coffee.

The viral success was backed by 800+ media pieces, 14.6M estimated views, and over 127M TikTok video views on #peppapig content. Fans further fueled the buzz, creating 2.5k user-generated TikTok videos featuring Peppa Pig.