How do you turn a fictional storyline into a global news sensation that tugs at the heartstrings of preschool parents? Hasbro’s big reveal – Peppa Pig’s family is growing with the arrival of a new baby – was the perfect moment. As a beloved national treasure, Peppa Pig already captivates pre-schoolers and families, but in an increasingly crowded preschool market, how could we leverage this milestone to grow brand love, supercharge brand visibility, ignite engagement, and drive purchase intent?

Celebrity pregnancy announcements are pop culture staples, and as one of TV’s most famous mothers, Mummy Pig was the perfect fit for a playful, relatable moment, that would spark joy in parents and public alike. Our data showed EU preschool parents were 10% more likely to follow meme/parody accounts (GWI EU 2024), paving the way for an iconic crossover—blurring fiction and reality with Mummy Pig’s first-ever live televised interview.

Breaking the fourth wall, we secured a primetime ‘live’ TV interview on Good Morning Britain, where Mummy Pig dialled in to announce she’s expecting a third piglet, collaborating with the broadcast team to script, animate, and produce the exclusive segment. Leaning into internet culture and humour, we transformed this animated milestone into a viral moment, by recreating iconic celebrity pregnancy announcements alongside family photos and a sonogram. It provided media, influencers, and earned outlets alike with a rich content library to amplify the story, culminating into a highly shareable global, cross-channel campaign.

“Mummy Pig Pregnancy” broke the internet, trending across Google, X, and TikTok. The buzz led to an 88% surge in Peppa Pig UK Google searches and a massive 57M views on Good Morning Britain’s TikTok alone. The story injected light-hearted positivity into the news cycle, cementing Peppa Pig at the heart of pop culture—sparking conversation on Reddit, Mumsnet, and even earning nods from brands like John Lewis and Grind Coffee.