‘Biggest UK retail initiative’ yet for hit preschool brand, Peppa Pig.
Peppa Pig is set to play a key role in Asda’s annual Baby and Toddler event.
Kicking off on March 28, the initiative looks to engage both parents and children with in-store and online events and promotional offers.
The five-week event will include an interactive Peppa Pig experience, spanning in-store entertainment, activities for children and enhanced visibility for the brand’s consumer products in over 300 Asda stores nationwide.
On Saturday April 16, an exclusive Peppa Pig in-store entertainment event will be held in 60 key Asda stores. A branded backdrop will offer fans a free photo opportunity of themselves jumping on a muddy puddle that they can share with friends and family on social media channels. There will also be a free 16-page branded activity booklet handed out in store with games, activities and stickers available for families.
As well as the increase in merchandise visibility – spanning toys, apparel, personal care, homewares and FMCG – limited edition Peppa Pig-branded packs of Asda’s Little Angels nappies will also be available.
Online activity will see a dedicated Peppa Pig landing page on the Asda website, including the grocer’s full product range, a bespoke sizzle and activity downloads.
Character Q&As with Mummy and Daddy Pig will feature exclusively on Asda’s Good Living website, while there will also be messaging on social media channels and baby event newsletters.
Brand owner eOne will be supporting the activity with a full Asda takeover of the official Peppa Pig website, coverage in its licensed magazines and on its YouTube and social media channels.
Licensees will be backing the event with promotional offers, in-store sampling and FSDUs.
Hannah Mungo, head of UK licensing at eOne, commented: “This is by far the biggest UK retail initiative Peppa has been involved in and eOne is delighted to be working so closely with the team at Asda. Our aim is to fully engage Asda customers with the brand during the event and ensure Asda becomes the retail destination for Peppa Pig during the event period.”
Jack Woodhead, character licence events planner, George and gm at Asda, added: “We’re really pleased to be working with Entertainment One on the Peppa Pig element of our Baby & Toddler event, and believe together we can deliver some of the greatest pieces of retailtainment our customers have seen to date.”