Beano x Mike Tindall.

The Brief: A campaign that drives a new wave of Beano subscriptions by reigniting dads’ love for Bananaman and inspiring them to share the comic with their children

The Moment: A commemorative 45th anniversary edition of Bananaman, guest-edited by rugby legend, dad, and self-proclaimed mischief-maker Mike Tindall, MBE.

Execution: We crafted a forensic media strategy, kicking off with a high-impact press release announcing the guest editorship, complete with exclusive Beano illustrations immortalising Tindall in comic form. Momentum was sustained throughout the entire anniversary month through strategic feature pitching, archive content, and exclusive interview opportunities.

Results: Over 400 pieces of coverage, including 33 nationals, 89 broadcast, 215 regionals and 40 consumers. Highlights include hero segments on BBC Breakfast, Good Morning Britain and Lorraine, as well as the brand’s first-ever feature in Marie Claire.