Little Moons, Europe’s leading mochi ice cream, launches 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.
The campaign, which spans TikTok, digital and OOH, was developed after extensive research across the UK, Germany, France and Australia 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 for an episode or twelve to pretending to do the washing up through to 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 will be 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.
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.”
