Celebrating Every Moment, Big or Small
Making Moonpig the go-to choice for all life’s moments—big, small, and everything in between.
The Business Challenge
Moonpig was well-known for celebrating major milestones, but it wasn’t the first choice for everyday moments worth celebrating.
Moonpig had firmly established itself as a trusted brand for life’s big occasions—weddings, new arrivals, and major milestones. However, the brand wasn’t top-of-mind for smaller, more frequent moments of joy and connection. To grow its relevance and use, Moonpig needed to position itself as the perfect choice for celebrating every occasion, no matter how big or small.
The Diagnosis
If an occasion is worth celebrating, it’s worth sending something special—and Moonpig could be the go-to for all of them.
Our insight revealed that people celebrate far more small, everyday moments than they do major milestones. By focusing only on big occasions, Moonpig was missing an opportunity to become part of people’s daily lives. If Moonpig could embrace the smaller moments—like cheering someone up, saying thanks, or just showing you care—it could become the number-one choice for all occasions, increasing both frequency and emotional connection with the brand.
The Solution
We launched “It Must Be a Moonpig,” a new brand platform that positioned Moonpig as the perfect choice for every occasion, supported by a memorable and lovable new brand character.
To reposition Moonpig as the go-to brand for all celebrations, we created the “It Must Be a Moonpig” platform. This simple yet powerful idea reminded customers that any moment worth celebrating deserved something special from Moonpig
We brought the platform to life with a memorable and lovable new brand character, affectionately known as the Moonpiglet. This character added warmth, fun, and personality to the brand, making Moonpig more relatable and unforgettable.
The campaign ran across multiple touch points, reinforcing the message that Moonpig is the perfect choice for occasions big and small. By introducing this new brand platform and character, we expanded Moonpig’s role from a milestone-driven brand to a part of people’s everyday lives, encouraging more frequent use and deeper emotional connections.
The Results
113% increase in revenue growth
The campaign drove significant growth in sales and market impact.
Increased brand frequency
Expanded from 2.9 to 4.2 occasions per customer.
Sold-out demand
The Moonpiglet character inspired a wave of requests, with merchandise selling out in hours.
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