Maltesers is calling for the nation’s support to raise £1million this Red Nose Day as it launches its new #bakeamillion campaign for Comic Relief.
Following in the footsteps of the Maltesers “Bake Yourselves Silly” campaign in 2015, which donated £1.3million through on-pack donations and employee fundraising,Maltesers and Comic Relief reunite once again to put the fun back into baking with its #bakeamillion campaign.
Maltesers is encouraging consumers to get baking, and upload a picture of their Red Nose Day cake or bake with #bakeamillion to their social media channel of choice. For each cake or bake photo uploaded Malteserswill donate £5 towards their £1million total donation.
The #bakeamillion campaign will be supported by significant media investment, including a digital-led campaign called “Any Cake, Any Shape”; with the aim to inspire the entire nation to get baking this Red Nose Day, no matter what their baking ability.
Mars Chocolate’s range of best-selling MaltesersSingles, Pouches and Maltesers Teasers Single Bars will also be flashed with “You Bake, We Donate £1million” - and will be available for retailers to buy from 30th January 2017.
Bep Dhaliwal, trade communications manager at Mars Chocolate UK, said: “Maltesersand Comic Relief are the perfect partners on the lighter way to fundraise.Since we started working together in 2011, the UK’s number one bitesize brand (Nielsen Homescan Data to WE 11.07.2015) has raised £3.8million to help Comic Relief to transform people’s lives, right here in the UK and across Africa. We are once again calling on Britain’s home bakers to put on their aprons and have a laugh in the kitchen, all for a good cause.”
Retailers are also encouraged to stock up on POS materials; including prefilled displays to reinforce the campaign messaging, promote a great cause and attract a new audience of potential home bakers to the category.