The ‘furry billboards’ are designed to represent Bugs Bunny’s new sidekick Squeaks the Squirrel. They have been spotted wearing Boomerang capes that showcase information about the new programme, and are accompanied by a trainer.
The squirrels are making their way around the capital's parks throughout this week in a trial marketing campaign, which will be amplified with social and PR in 2016. There are also plans to potentially extend the stunt to parks across the UK in the new year.
The activity seeks to raise awareness of the show among children aged four to seven and their parents.
Charlotte Chisnall, director of communications UK & EMEA at Turner Broadcasting, said: "We are always looking for innovative ways to market our television offering to young audiences and their families. And unusual guerilla or in this case ‘squirilla’ advertising really engages with our target market.
"This time we have been inspired by the looney antics of Bugs and his best friend Squeaks to come up with something a little bit nutty. The squirrel provides a non-traditional platform as well as a much-loved woodland creature. And it can deliver messaging hand in hand with traditional campaign models."
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