From the Andrex puppies to Oleg the 'meerpup', there's a lot to be said for the virtues of a cute animal mascot. So it's only natural that Moonpig wants to explore its namesake by fronting its brand with some sweet little piggies.
'The moonpigs have landed' reads an ad introducing the world to its 'snuffy little friends'. Taking center stage from now on, the animated characters form part of a new brand platform, created by its ad agency Creature, who won the account in September 2019.
Moonpig explains that the pigs incarnate that warm feeling of sending a card and will be “instantly memorable”.
“You know that warm, fuzzy feeling you get when someone sends you something thoughtful, and the unbeatable satisfaction of finding the perfect card for an upcoming occasion?” asks Kristof Fahy, chief marketing officer of Moonpig. “We wanted to take those feelings and turn them into something visual,”
“We have one of the most recognizable brand names in the UK with an iconic jingle, but somewhere along the way, we lost another key brand asset that’s unique to us – the pig. So, we decided it was time to bring it back,” explains Fahy.
To further welcome the new mascots, Moonpig has showcased a TV spot that sees one of its 'moonpigs' sat with a lady at a bus stop. As she sits waiting for her bus, she spends the time choosing a birthday card on Moonpig.
As she deliberates on which vibe to go for, the pig pops into various cute outfits that reflect the design of the card she's pondering over. From a dinosaur to a superhero, she goes with the avocado design.
The work follows Creature's funny Valentine's Day work. Showing how heartfelt can happen anywhere, the ad shows Louisa enjoying her cute card at work before the viewer is offered a peek at Will crafting it. Who said romance is dead?