A baby announcement bigger than Beyonce’s
Unless you’ve been living under a rock for the past week, you’ll have heard about the baby announcement that has taken over the world.
No, it’s not Beyonce. It’s… Mummy Pig.
Yes, Mummy Pig, mum of cartoon character Peppa Pig, has announced she is expecting her third baby. And live on Good Morning Britain no less! Speaking to presenter Richard Arnold from Peppatown, Mummy Pig took part in her first ever interview to make the exclusive announcement.
It’s safe to say the news has gone viral. And whilst Peppa Pig is not something I’d personally watch on a Sunday afternoon, from a PR perspective - I’m impressed. Why, you may ask?
Global domination
Every major news publication in the UK has covered the story - you can’t miss it. Check any of your social media feeds and you’ll see a whole host of reactive posts.
Holland & Barrett has created ‘pig-natal vitamins’ whilst Moonpig sent Mummy Pig and family a personalised congratulations card – from one pig to another.
The thing I like most about the campaign is how well thought out it is. Mummy Pig having a baby wasn’t a snap decision, the team behind the announcement have thought about the ‘pregnancy’ from every perspective.
From the live television announcement, to the baby scan photo, the classic social media peg board announcement post and the ‘Expect Pig Changes’ billboards. They have thought about every single angle.
The news has gone global and was even perfectly announced in the US on a popular podcast hosted by Kylie Kelce, who herself is expecting her fourth child.
A campaign with purpose
The campaign wasn’t just a PR stunt organised for a bit of fun - it’s an example of consumer PR at its finest, adding value to the brand.
Following the news, the 11th series will explore the pregnancy and birth of Peppa’s youngest sibling and help parents to deal with the subject of announcing a pregnancy to their children.
The show is also partnering with NCT – the UK’s leading charity for new and expectant parents – to plan activities, competitions and tailored support for parents.
After the perfect announcement, I’m looking forward to seeing what the team at Peppa Pig do next and what creative campaigns and partnerships will follow to celebrate the birth in the summer.
