Journalists praise PrettyGreen for "the greatest marketing coup of the decade"

How a Cartoon Piglet Became a Cultural Icon

It’s not every day your campaign gets compared to a royal birth.

But this week, the world met Baby Evie—Mummy Pig’s new arrival—and the internet (and media, and brands, and parents, and probably a few toddlers) went wild.

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What started as a bold creative idea between us – PrettyGreen – and our brilliant partners at Hasbro, has grown into something truly unforgettable. Baby Evie’s arrival isn’t just another moment in Peppa Pig history—it’s a global cultural event. And yep, we’re still catching our breath.

From Good Morning Britain to TikTok to front pages and features across the globe, the response has been overwhelming.

Our favourite headline so far? “The greatest marketing coup of the decade” (thank you, Daily Mail 🔥). Followed closely by Famous Campaigns’ glowing tribute:

“A perfectly orchestrated PR campaign by PrettyGreen that’s felt more like a royal birth than a cartoon plot twist.”

You know what? We couldn’t agree more. As that’s what our strategy and creative, set out to do.

Together with Hasbro, we wanted to tell a human story (even if it was about a cartoon pig) and make it feel joyful, warm, and most important, culturally relevant.

Fuelled by data and tapping into audience insights, Mummy Pig’s pregnancy rollout was strategically and creatively masterminded to get people talking—and they have, from mums and dads, to media execs and meme-makers.

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Along the way, some of our favourite brands joined the celebrations too. We saw social-media-jacking from the likes of John Lewis, Holland & Barrett, BambinoMio nappies and even a shout-out from our local Shoreditch Grind, but also top marketeers weighing in on the conversation:

  • “11/10” – Arabella Jenkins, Deliveroo

  • “A masterclass in brand storytelling and cultural relevance.” – Emma Baines, Tony’s Chocolonely

  • “Amazing—love the segment, the creativity and especially the announcement photos.” – Pieter Graham, LEGO

This moment was brought to life by our extraordinary team of leaders, creatives, strategists, producers, and PR pros—people who pour this level of thought and passion into every brand campaign we work on.

Don’t believe us? Have a read of our “Work” for the likes of Bupa, Nando’s, Sky and Lebara.

But, it’s not everyday a campaign breaks the internet… So, to mark the moment (and because we like a celebration just as much as the icon that is, Mummy Pig) we’re giving everyone at here at PrettyGreen, a gifted “maternity or paternity” day in 2025. Because creativity deserves to be celebrated—in and outside the office.

And if you’re wondering how this all came to life behind the scenes? Stay tuned. We’ll be sharing more on the strategy, storytelling, and social magic that made this campaign a cultural sensation. Event news coming soon.. #SaveTheDate 👀

In the meantime, we’re raising a toast (and probably a juice carton) to Baby Evie. OINK!