Maltesers is urging consumers to ‘Bake Yourselves Silly’ in support of Red Nose Day 2015.
The new ‘Bake Yourselves Silly’ campaign calls on the nation to help Maltesers raise £1m for Comic Relief on 13 March with a 5p donation from each special pack in the range.
From 25 January, Maltesers will feature new stand-out baking-themed packaging across all formats including singles, big bag, treat bag, pouch, more-to-share pouch and box as well as Teasers singles, blocks and three-packs.
The campaign will be supported by a bespoke TV advert, a media partnership with BBC Good Food and POS materials to drive customer demand in stores. The brand will also be providing the nation with all the fun tips and baking inspiration they need, including recipes and the ability to share images of their cake creations online at www.maltesers.co.uk. There will also be social media activity, utilising the hashtag #bakeyourselfsilly.
Since beginning its partnership in 2011, Maltesers has raised over £2.5m for Comic Relief through on-pack donations and employee fundraising.
Bep Dhaliwal, trade communications manager at Mars Chocolate UK, said: “The bitesize category has been growing strongly and with a creative Red Nose Day campaign, Maltesers, the No.1 bitesize sharing brand, is perfectly placed to boost growth further, linking bitesize and the baking category. We are more than excited and extremely proud to help Comic Relief raise more money for the people that need it most by challenging the nation to Bake Yourselves Silly!
“The home baking industry is booming and we’re combining this trend with the power of Maltesers and Comic Relief to create a great category opportunity for retailers to increase sitings and drive sales in the home baking category. Stock up on our Maltesers and Teasers ranges, inspire customers with excitement in-store and help us raise £1m for a great cause!”