Moonpig Struts Into the Holidays with a Christmas Campaign Encouraging You to Spread Joy

Modular agency, Modern Citizens, and leading online card and gift retailer, Moonpig, have announced the launch of The Moonpig Strut.

The campaign breaks on November 25th with a special Christmas spot marking the first chapter of a bigger year-round, multi-channel campaign that will breathe new life into the beloved Moonpigs characters to showcase the retailer’s extensive personalisation features, which allow customers to create memorable, heartfelt cards for every occasion.

Since the loveable Moonpigs were introduced in 2021, they have won the hearts of the nation, spawning everything from cuddly toys to tattoos – not to mention boosting brand awareness – in the process. The Moonpig Strut is an evolution of the iconic Moonpigs, and in this latest campaign, we see the Moonpigs taking on a confident swagger as they strut down a British street decked out in seasonal costumes and customised features, representing the magic of Moonpig’s personalisation options and the joy each card brings to its recipient.

The Moonpig Strut continues a successful creative journey between Modern Citizens and Moonpig, which began in 2019. With the help of production partner Glassworks, Modern Citizens brought this campaign to life with a whimsical, pink-hued world that marries the familiar warmth of a British street with a sprinkle of Moonpig’s signature charm.

Stu Outhwaite-Noel, chief creative officer, Modern Citizens said, “If you told me I could just make Moonpig ads for the rest of my career I’d bite your trotters off. It’s such a joy to send more of these porky blighters strutting and moonwalking out into the world, all the more so with Glassworks doing the shepherding. Fly my piggies, fly." 

Kristof Fahy, chief marketing officer, Moonpig added, “We know when it comes to personalisation Moonpig is unbeatable with the breadth of features that can be added to your card, and this is what we wanted to demonstrate with our new adverts. When the Moonpigs last debuted, we had such a great reception to them, so it was a no-brainer to bring them back but this time with extra confidence to reflect how the strength of our offering has grown too.”

Running until Christmas, this first chapter of The Moonpig Strut will be showcased across YouTube, TV, VOD, radio and social media channels, inviting viewers to bring some personalised joy to their holiday gifting. The campaign will then continue to play-out in 2025, reminding the British public that whether it’s Valentine’s Day, Mother’s Day or any other special occasion, every Moonpig card can be as unique and special as the person it’s meant for.