Maltesers ‘Bake Yourselves Silly’ Red Nose Day challenge
Tuesday January 13, 2015 at 8:42pm
Maltesers is asking UK consumers to help it raise £1m for Comic Relief’s Red Nose Day 2015 with a new campaign encouraging everyone to ‘Bake Yourselves Silly’ for a good cause, like organising bake sales using Maltesers as an ingredient. The brand will also be donating 5p for every promotional pack sold. The Maltesers ‘Bake Yourselves Silly’ campaign deliberately taps into existing consumer behaviour, according to Mars Chocolate UK. The company says that bake sales are one of the most popular Red Nose Day fundraising activities, plus the top 10 web searches for Maltesers are also baking-related. Encouraging people to ‘Bake Yourselves Silly’ with Maltesers should provide an innovative opportunity to inspire and excite shoppers, it claims. Since beginning its partnership with Comic Relief in 2011, Maltesers has already raised over £2.5m through on-pack donations and employee fundraising, and the ‘Bake Yourselves Silly’ campaign marks the next phase. 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 Maltesers Teasers single, block and three-pack. Mars will be supporting the campaign with a bespoke TV ad delivering the ‘Bake Yourselves Silly’ message to millions, eye-catching POS and a media partnership with BBC Good Food, running from the beginning of February and featuring in the online and print editions of BBC Good Food, Easy Cook and Radio Times. Maltesers will also be publishing consumers with fun tips and baking inspiration, including recipes and the ability to share images of their cake creations online at www.maltesers.co.uk Bep Dhaliwal, trade communications manager, Mars Chocolate UK, says: “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!” Red Nose Day 2015 will be held on Friday March 13 2015.