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This year, Peppa Pig announced she was getting a new brother or sister. The news caused a stir across social media and television, even leading to an exclusive Good Morning Britain interview with Mummy Pig. Smyths Toys was given a six-week window as the only UK retailer selling the new Oinks and Snuggles toy.
The challenge for Smyths was to build on the excitement of Mummy Pig’s pregnancy and generate even more noise, ensuring they were at the heart of the cultural moment.
To build on the excitement, Mummy Pig joined in with one of the biggest social trends of the moment - a gender reveal. The reveal was hosted exclusively in Smyths Toys stores, making Smyths the centre of the celebration.
A teaser video announced that a big reveal was coming, followed by a set date for the event. This created a countdown effect and built anticipation across social media, driving real buzz and conversation in the run-up to the big moment.
The campaign successfully captured the audience’s attention online. The teaser and gender reveal videos generated a strong response on social media, driving thousands of likes and shares. Fans eagerly engaged with the content, sharing the excitement of Mummy Pig’s gender reveal.
