Mullets, muting and Tiger King: Squealing Pig taps into isolation madness with social media campaign

Treasury Wine Estates’ Squealing Pig is telling true stories of isolation in five lines.

From bad DIY hair cuts, to conference call mishaps and the world’s obsession with Netflix’s Tiger King, Squealing Pig’s campaign is encouraging Australians to stay home and share a glass of wine with housemates and family.


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The campaign is inspired by the label on every Squealing Pig bottle which is based on the children’s nursery rhyme ‘This little pig went to market’.

Created by Wunderman Thompson, the campaign is appearing across social media with an out-of-home execution that simply says ‘This little pig stayed home. Nice one pig.’

The out-of-home execution keeps it simple

Simon Langley, Wunderman Thompson’s national chief creative officer, wanted to lighten Australia’s mood with the campaign.

“Squealing Pig is a brand that consistently tells authentic, humorous stories that our audience can relate to. With this campaign, we wanted to give people a break from the serious tones and news fatigue of the current COVID-19 world,” Langley said.


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Wunderman Thompson
Simon Langley, National Chief Creative Officer
Brie Stewart, Creative Director
Lochie Newham, Creative
Jack Elliott, Creative
Sandi Gracin, Producer
Dave Wade, Editor
Elsa James, Group Engagement Lead
Fiona McGinley, Engagement Lead
Brent Morris, Senior Strategist

Treasury Wine Estates.
Ben Culligan, Marketing Director ANZ
Kate Adamson, Senior Marketing Manager
Laura Wenn, Senior Brand Manager
Pete Randeria, Marketing Strategy & Business Director

Media agency, Mindshare.
Melanie Cannington, Client Lead
Erin Shaffrey, Investment Manager
Kathleen Longstaff, Media Assistant


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