Overview

Moonpig has long been the go-to destination for celebrating life’s biggest moments, from weddings to new arrivals. But they weren’t always the first choice for the smaller, everyday occasions. To change that, Modern Citizens developed a new brand platform: It Must Be a Moonpig—ensuring Moonpig became the number one choice for every celebration, big or small.

The latest chapter in this journey is The Moonpig Strut, a campaign that breathes new life into the much-loved Moonpigs. Launched ahead of Christmas 2024, the campaign showcases Moonpig’s extensive personalisation features, making every card as unique as the person receiving it.

Challenge

Moonpig needed to evolve from being just a brand for major milestones to a go-to platform for every special moment. However, the campaign faced three key challenges:

1. Increasing Brand Frequency – Moonpig had high recognition but needed to boost engagement beyond major events.
2. Showcasing Personalisation – With the widest range of personalisation features available, Moonpig needed a creative way to highlight their depth and flexibility.
3. Reigniting Love for the Moonpigs – The Moonpigs had captured the public’s imagination since their introduction in 2021, but their next evolution had to be even more impactful.

The solution had to be bold, entertaining, and distinctly Moonpig.

Strategy & Approach

Creative Execution

Modern Citizens and Moonpig launched The Moonpig Strut, a confident and joyful evolution of the brand’s signature characters:

• A Strut with Purpose – The Moonpigs now move with swagger, dressed in seasonal outfits that highlight Moonpig’s personalisation magic.
• A Whimsical World – The campaign brings a pink-hued, festive British street to life, blending realism with the signature charm of the Moonpig universe.
• A Year-Round Campaign – Starting with a Christmas ad, The Moonpig Strut will continue across all major celebrations in 2025, from Valentine’s Day to Mother’s Day and beyond.

Multi-Channel Strategy

To maximise reach and engagement, the campaign ran across:

• TV, VOD & YouTube – Ensuring broad visibility across traditional and digital platforms.
• Social Media & Digital – Engaging audiences and encouraging shares with playful, interactive content.
• Radio & OOH – Extending the campaign’s presence in high-impact locations.

By leveraging a full-funnel approach, The Moonpig Strut kept the brand top-of-mind across every occasion.

Solution

Through strategic storytelling and creative execution, Modern Citizens delivered:

• An evolved Moonpig brand platform – It Must Be a Moonpig ensures the brand is synonymous with every celebration.
• A bold new creative campaign – The Moonpigs returned with more confidence and charm than ever.
• A multi-channel media strategy – Reaching customers everywhere, ensuring continuous engagement..

Results

Massive brand engagement – Moonpig’s frequency increased from 2.9 to 4.2 occasions per year.

Revenue growth of +113% – Proving the impact of the campaign on consumer behaviour.

Unprecedented demand for Moonpiglets – Selling out in hours as fan enthusiasm skyrocketed.