Adrian J Cotterill, Editor-in-Chief
Little Moons, Europe’s leading mochi ice cream, launched its new summer campaign ‘A Little Something’ that celebrates and puts mochi at the heart of those everyday ‘snacking’ moments we all look forward to.
Ross Farquhar, Marketing, Innovation & Sustainability Director at Little Moons, said “We all know the feeling. It’s Tuesday night, you don’t want a full-on dessert, but you are craving a little something sweet. And frankly, the same old biscuits or chocolate just won’t do. It’s this moment that Little Moons are perfect for, and as the pioneers of frozen snacking with one pack sold every ten seconds in the UK, we’re excited to bring that to life this Summer.”
The campaign, which spans TikTok, digital and OOH, was developed after extensive research across the UK, Germany, France and Australia that revealed a common trigger that prompts Little Moons lovers to reach for a snack – as they put it, that moment in the evening when ‘I just need a little something sweet’.
Capturing that using the common language of ‘a little something’, the campaign points to the many forms that moment can take, from sinking into the sofa to watch TV, pretending to do the washing up or the relief of getting the kids to sleep.
Each execution captures these relatable occasions with bold, playful visuals and irresistible close-up photography that hero Little Moons as the perfect evening snack. Because sometimes, a little something is just what you fancy.
The campaign is live across TikTok and OOH throughout the summer, launching nationwide in the UK at the start of June before rolling out in Germany and Australia later in the year. The first leg will combine media in high footfall areas in London, Liverpool, Glasgow, Edinburgh, Manchester and Birmingham with sites in close proximity to supermarkets to create desire at the point of purchase.
The campaign was created through collaboration between P.W., SMOJ and the team at Another Production, with media being planned and bought by Mediahub. It will be underpinned by PR and influencer activations across the summer.
Credits
Creative Direction: P.W.
Words: P.W.
Art Direction: SMOJ
Design: SMOJ
Creative Production Partner – Another Production
Tanja Adams – Founder / Managing Director
Helen Parker – Founder
Fiona Boakes – Exec Creative Producer
Jennie Gruner – Senior Creative Producer
Emily Dessi-Makin – Stills Producer
Photographer – Chloe Hardwick
Media agency: Mediahub
Clients
Ross Farquhar – Marketing, Innovation & Sustainability Director
Milly Tuck – Head of Brand Marketing
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