When it was announced live on Good Morning Britain yesterday that national icon Peppa Pig had welcomed a new baby sister, fans across the world could hardly contain their excitement.
It was the latest step in a masterful PR campaign which has seen the loveable cartoon character and her family - Mummy, Daddy and brother George - go viral in recent months as excitement built for the big announcement.
From live interviews with the family on Good Morning Britain to a gender reveal party at Battersea Power Station, the brand has kept audiences hooked and made headlines across the world.
Now, MailOnline can reveal how the company behind the campaign engineered its publicity Masterclass - and the woman behind it.
Peppa Pig's PR team lies in PrettyGreen, an agency with years of experience handling clients that are some of the world's largest brands - including Amazon Music, Disney and Pizza Express.
