Little Moons leverages creators for Mini Moons

Following the launch of Mini Moons, Little Moons is evolving its ‘A Little…’ brand platform by investing in TikTok and creators.

The brand platform aims to celebrate the small moments of joy Little Moons create and everyday pleasures.

Across out-of-home (OOH), podcasts, TikTok and creator partnerships, the campaign aims to reach consumers across a multitude of moments and platforms. 

The out-of-home creative brings to life small moments of pleasure, simple uplifting copy paired with product shots. Messages such as: “A little round door to your happy place”, “A little glow inviting you into the freezer” and “A little good mood waiting to happen” lift audiences' moods.

Across TikTok, Little Moons is expanding its creator-led approach with partnerships with Ayame, Mason Blake and Shelen. The different creators have been tasked with showcasing ‘A little…’ moments. Through their own unique approaches, the creators will engage their audiences with authentic, community-led content. The creators are set to reach an estimated 50 million impressions. 

This approach is also extended via podcast partnerships with My Therapist Ghosted Me with Vogue Williams and Joanna McNally, and Oh, Anna!, hosted by influencer Anastasia Kingsnorth and her mum, Julie Stanton. The partnerships combine podcast reach with social amplification, with hosts bringing campaign content to their TikTok audiences.

"This year, we've taken the campaign further by connecting TikTok with every element, from podcasts and creators to out of home, bringing to life the simple truth that you just can't help but feel a little brighter after eating a Little Moons. It's an important step in our ambition to make Little Moons one of the UK's most culturally relevant snacking brands, and we're fortunate to work directly with TikTok to build campaigns around the platform, its creators and its communities from the start," says Milly Tuck, Head of Brand Marketing at Little Moons.

The investment follows a strong start to the year for Little Moons and its new miniature format designed to meet changing snacking behaviours. The campaign runs until August 24th across out-of-home advertising, podcasts, social media and creator partnerships.