Relaunch of The Tale of Peter Rabbit

Beatrix Potter’s children’s book The Tale of Peter Rabbit is being relaunched to mark its 100th birthday and will be backed by a national poster campaign created by Mustoe Merriman Levy.

The campaign moves away from Potter’s original illustrations, which have until now been the only imagery used to represent Peter Rabbit. Using the strapline ‘Still making mischief’, it depicts a variety of scenarios, such as the character’s love for vegetables.

A series of special three-dimensional posters will also form part of the advertising. The ads break at the beginning of March and mark a year of celebrations for the character, including an exhibition at the National Gallery, a video and book re-release and an appearance by Peter Rabbit himself to turn on the Christmas lights in Regent Street.

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