UAE-based PR agency Current Global MENAT has been appointed by UK-based mochi ice cream company Little Moons to spearhead its expansion in the Middle East.
Little Moons, renowned for its artisanal mochi ice cream, is now a leading global brand and the fastest-growing ice cream brand worldwide. Each ice cream snack is handcrafted using a 30-year-old family technique that achieves the perfect chewy texture of the rice dough. The brand prides itself on sourcing the finest ingredients globally to create rich, flavorful gelato ice cream.
The company has garnered significant attention through its effective online campaigns. Founded by siblings Howard and Vivien Wong, Little Moons became a viral sensation in the UK in 2021, with content generating over 500 million views. This success has disrupted the ice cream market, establishing a new segment for snackable ice cream.
Seeking a creative partner that understands its vision, Little Moons found an ideal match in Current Global MENAT. Amelia Butler, Senior Trade Marketing Manager at Little Moons, stated, “We were in search of a modern, integrated creative partner to help us get as many eyeballs on our brand as possible, and the Current Global team stood out as the perfect fit.”
Peter Jacob, Managing Director at Current Global MENAT, expressed excitement about the collaboration, saying, “From the very first brief, we knew this was a brand and a client that matched our mindset. Our team conducted extensive product testing during the pitch process, which deepened our understanding and appreciation of Little Moons.”
The partnership marks a strategic step for Little Moons as it aims to grow its presence across the Middle East, leveraging Current Global’s expertise in regional market dynamics and creative communication strategies.
