Moonpig’s CMO on taking a ‘mission approach’ to expanding beyond cards
Moonpig is launching its “trusted brand” strategy, partnering with well-known brands like The Entertainer to provide a choice of gifts on its site.
Moonpig is synonymous online cards. It was the UK’s first online card store, founded in 2000. In the 2023 calendar year, it had a 70% market share of the online card category, according to OC&C data.
Group CMO Kristof Fahy says the brand has successfully built a place in the UK consumer’s “head and heart” for its association with cards, but that it is increasingly trying to ensure it is known in the gifting space.
Since 2007, the brand has offered gifts for consumers to attach alongside their cards. The brand’s focus on this aspect of the business has grown, with it aiming to become “the ultimate gifting companion”.
