Pablo creates giffgaff “Huggable Poster” to spread joy in the face of competitor price hikes
London 30 March 2026
In the lead up to ‘Price Hike Day’ (1st April), giffgaff, which is one of the only mobile providers not to inflict mid-contract price rises on its members, is giving data boosts of up to 200% more for no extra cost.1 To bring the feeling of this to life, it partnered with independent creative agency Pablo, to transform a billboard into a giant, furry, memory-foam embrace - giving warm and fuzzy feels to people when they need it the most.
The interactive OOH activation, ‘Huggable poster’ whichfeatures a bespoke 6-sheet billboard made with memory foam and furry arms, offering a human-sized space for a literal hug, took to the streets of Covent Garden last week. It will also be dishing out embraces in Kings Cross St Pancras on 1st April, reminding people that being treated fairly by your mobile provider doesn't have to feel out of reach.
It follows news that from April 2026, many UK mobile networks are implementing annual mid-contract price rises, with customers facing increases of up to £48/yr2 from April 2026, as reported by Money Saving Expert.
“At giffgaff we were born to do things differently. Treating people fairly is at the core of our DNA.
While many other mobile providers are inflicting price rises on their customers, at giffgaff we’re taking a different path. We’re dishing out data boosts of up to 200%, delivering more value to our members with no added expense. And what does that feel like? Like a big hug. A warm embrace from us to you to show you that you are truly valued.”
Nerissa Abrahams, Head of Advertising
“The last time I got a proper hug was probably when my daughter was 8. That was 10 years ago. Luckily just one second with a giffgaff billboard makes up for everything. We hope others enjoy the joyful benefit of everything giffgaff has to offer when it comes to making people feel better about their mobile provider.”
Dan Watts, Chief Creative Officer at Pablo
Link to all still assets: HERE
-END-
Notes to Editors
1Plan must be activated between 2/2/26 and 18/5/26 to qualify. Eligibility criteria, terms and exclusions apply, see giffgaff.com/terms/promotions
2https://www.moneysavingexpert.com/news/2026/01/bt-ee-price-hike-pounds-pence/
Credits
giffgaff:
Chief Marketing Officer: Georgina Bramall
Head of Communications: Dave Killick
Head of Advertising: Nerissa Abrahams
Brand Manager: Issy Thomas
Pablo:
Chief Creative Officer: Dan Watts
Creative Directors: Alex Bingham and Conrad Swanston
Chief Strategy Officer: Mark Sng
Planning Director: Joan Devereux
Managing Director: Harriet Knight
Client Partner: Tim Rogowski
Account Manager: Alice Hyde
Project Director: Demi Osman
Producer: Emily Rutledge
Music
Theodore music with the Music Supervision
Media Partner:
AKA
PR Partner:
Splendid
Production Partners:
We Make Stuff Happen
About giffgaff
giffgaff, the mobile and broadband provider, is focused on delivering fair value, flexibility and simplicity for its over 4 million customers. It’s one of the reasons it’s been voted Uswitch mobile handset contract network for 2026*.
Selling both monthly airtime plans, and new & refurbished mobile phones, giffgaff has over half a million members on its community forum and a bunch of helpful benefits like Best Plan Advice** and no mid-contract price rises***.
Now in its trial phase, giffgaff broadband is on a mission to address some of the UK’s frustrations, like it did with mobile when it launched in 2009.
In 2022, giffgaff made an ongoing commitment to prioritising people, and the planet and profit equally by becoming a B Corp™ certified company.
*See uswitch.com/telecoms-awards for award verification
**Opt-in service. Based on mins, texts and data usage. Terms apply, see giffgaff.com/terms"
*** No mid-contract price rises on 18 month contracts purchased before the end of 2025. Fair usage policy, terms and exclusions apply, seegiffgaff.com/terms=
PR Contact: Cally Sheard cally.sheard@giffgaff.co.uk
About Pablo
Pablo is an independent, brand-led creative agency based in London, voted Campaign Magazine’s UK 2022 & 2024 Independent Agency of the Year and Global Independent Agency of the Year 2022 & 2024. The ego-free home of the ‘humble radicals’, Pablo is helmed by well-respected industry figureheads with a versatile array of specialisms and is uniquely structured to support continual changes in the increasingly pressurised marketing landscape. Pablo has one humble ambition which is to create talked about ideas that drive brand and commercial growth. They work with a broad range of clients from Honda to DFS and Deliveroo.
Contact: Harriet Knight, harriet.knight@pablolondon.com, 07702020553