Little Moons puts TikTok and creators at the centre of £2m brand campaign

Mochi ice cream brand strengthens marketing strategy with expanded OOH, creator and podcast activity following successful Mini Moons launch

Little Moons is continuing its investment in brand growth in 2026 with a £2 million above-the-line media campaign designed to increase reach and strengthen its position within the fast-growing frozen snacking category.

The campaign sees Little Moons evolve its ‘A Little…’ brand platform, which celebrates the small moments of joy that consumers increasingly seek through elevated everyday pleasures. The activity will run across out-of-home (OOH), podcasts, TikTok and creator partnerships, creating a connected campaign designed to reach consumers across the moments and platforms where they discover and engage with brands.

The investment follows a strong start to the year for Little Moons, with the launch of Mini Moons – a new miniature format designed to meet changing snacking behaviours which swiftly became the number one driver of absolute value growth in the Mochi & Bites category^[1], further solidifying Little Moons’ position in the overall UK snacking market, which is set to reach £32.4bn by 2029^[2].

The 2026 ‘A Little…’ campaign is built around the insight that consumers are increasingly choosing smaller, more affordable moments of indulgence, with 60% of people now frequently opting for everyday moments of delight rather than saving for larger purchases.

The OOH campaign will reach 10 million people and brings this insight to life through creative executions including: “A little round door to your happy place”, “A little glow inviting you into the freezer” and “A little good mood waiting to happen”.

Alongside OOH, Little Moons is expanding its creator-led approach, placing TikTok at the heart of the campaign strategy. Creator partnerships with Ayame, Mason Blake and Shelen will showcase individual “A little…” moments, helping consumers discover the brand through authentic, community-led content, with total impressions on TikTok estimated at 50 million.

The brand is also extending its podcast partnerships, delivering an estimated 1.5 million impacts through collaborations including 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.

Milly Tuck, Head of Brand Marketing at Little Moons, said: “We’re excited to launch the evolved ‘A Little’ brand platform in the UK. 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.”

Little Moons’ ‘A Little..’ campaign runs until August 24th across out-of-home advertising, podcasts, social media and creator partnerships.