Little Moons has launched a TikTok campaign that invites shoppers to vote for its next mochi ice cream flavour.
It has recruited content creators Bella Hill and Hannah Lowther, former Tesco employees who have been fans of the brand since it went viral on TikTok in 2021.
@isabellahill_ This is so exciting if your a matcha girlie like me!!🍓🍵COMMENT BELOW TO VOTE - ANY COMMENT COUNTS AS A VOTE! @Little Moons #ad♬ original sound - Bella hill
Hill and Lowther this week posted videos inviting the public to vote for their preferred variants via the comments.
Hill’s flavour of choice is Strawberry Matcha, while Lowther’s is Cherry Cola Float. The flavour with the most comments will be announced on 2 March, then go straight into production, launching via Gopuff on 6 April.
The videos, posted on Monday, collected more than 28,000 comments within 24 hours – rising to 33,100 comments and one million views by the time of writing, with no paid boosting.
Lowther’s Cherry Cola Float was the frontrunner at the time of writing, boasting 20,500 comments.
@hannahlowther ad LET’S WIN THIS🍒👏🏼✨ @Little Moons ♬ original sound - Hannah Lowther
“Comments are king and they’ve never mattered more,” wrote Milly Tuck, Little Moons head of brand marketing, in a LinkedIn post.
“On TikTok, it’s not just about views. It’s about conversation. That’s what drives growth,” Tuck continued.
Earned attention
When approached by The Grocer, Tuck explained that comments demonstrated consumers’ depth of engagement better than reach.
“They signal intent, participation and genuine brand investment,” said Tuck.
“For us, comments, shares and saves are far stronger indicators of earned attention than passive exposure alone, because they show consumers actively contributing to the conversation and amplifying it into their own communities.”
Speaking specifically about the campaign, Tuck said: We’ve been overwhelmed by the response so far, and we’re excited to build on this success in 2026 with more community-led conversations and flavour innovation that continues to put our audience at the heart of our snacking story.”
In 2021, sales of Little Moons jumped 1,300% in Tesco almost overnight after shoppers took to TikTok in their droves to post videos of themselves buying and eating the snacks.
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