Media Planning and Buying Future of TV

Derry Girl’s star melts screens in Channel 4 ice-cream partnership

By John Glenday | Reporter

July 5, 2022 | 3 min read

Derry Girl’s star Saoirse-Monica Jackson is back on the small screen as a brand ambassador for ice-cream brand Little Moons.

The TV partnership pairs the coolest ice-cream with the hottest programming in one of the most seamless partnerships since mint and chocolate chips.

Overseen by MediaHub UK, the activity aligns Channel 4’s ‘All together different’ brand identity with Little Moon’s ‘From Another World’ proposition while giving viewers a chance to catch up with Jackson again now that Derry Girls has finished.

Channel 4

Derry Girl’s Saoirse-Monica Jackson tries to describe the taste of Little Moons ice-creams

Harnessing Jackson’s inimitable style and humor, the campaign marks Little Moon’s first foray into TV partnerships after being swayed by research indicating that brands going down this route benefitted from greater penetration than those following a standard ad spot.

C4 x Little Moons from MullenLowe Group UK on Vimeo.

Ross Farquhar, marketing director at Little Moons, said: “We’re delighted to have worked with both Saoirse-Monica Jackson and Channel 4 on this campaign, both of whom are a natural creative fit for us. The partnership perfectly captures the indescribably delicious world of Little Moons and we hope that it encourages viewers, especially those yet to give our mochi ice-cream a try, to discover it for themselves.”

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Produced by production studio 1st AvenueMachine, the campaign sees Little Moons indelibly associated with top Channel 4 content such as Celebrity Gogglebox.

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