Little Moons has launched a £2m marketing campaign as the mochi ice cream brand looks to strengthen its position in the frozen snacking category.

The campaign expands the brand’s ‘A Little…’ platform across TikTok, creator partnerships, podcasts and out-of-home advertising.

Little Moons expects its TikTok activity to generate around 50 million impressions through partnerships with creators including Ayame, Mason Blake and Shelen.

The campaign will run until 24 August and focus on the small moments of enjoyment associated with everyday snacking occasions.

It follows the launch of Mini Moons, a smaller version of the brand’s mochi ice cream products designed to respond to demand for bite-sized formats.

Little Moons said the range had become the largest contributor to absolute value growth in the Mochi & Bites category during its first months on sale.

The wider UK snacking market is forecast to reach £32.4bn by 2029, according to figures cited by the brand.

Little Moons head of brand marketing Milly Tuck said: “It’s an important step in our ambition to make Little Moons one of the UK’s most culturally relevant snacking brands.”

The campaign has been designed with TikTok at its centre, connecting social content with podcast and outdoor advertising rather than treating the platform as a standalone channel.

Little Moons rose to prominence after its products went viral on TikTok in 2021 and has continued to use creator-led marketing to reach younger shoppers.

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