The joke’s on Mini Babybel this Red Nose Day

Comic Relief packs of Mini Babybel

Monday 13 February will see the launch of Mini Babybel’s latest limited-edition donation packs in support of Comic Relief.

The packs will be available to retailers in both Original and Light variants. Each net bag contains six individual cheeses and are supplied in cases of 12, along with POS.

This year, each individual cheese features a limited-edition wrapper that includes a joke. The outer case also contains a mini joke, which will presumably raise a mini chuckle. This is in support of the brand’s wider communications platform ‘Raise More Than a Smile’.

The Red Nose Day activity is being supported by an integrated digital, PR and shopper campaign which will target 500 stores nationwide, focusing heavily on the convenience channel.

Each individual pack will donate 10p to Comic Relief. Over the past 10 years Bel has donated almost £1m to the charity.

Last Red Nose Day Bel recruited 830,000 incremental consumers into the brand, delivering a 13% sales uplift.