Maltesers aims to raise £1m for Comic Relief with its new ‘Bake Yourselves Silly’ campaign, which will see a 5p donation to the charity from each special pack sold.
The campaign will be supported with a bespoke TV ad, POS and a media partnership with BBC Good Food. Additionally, the Maltesers website will provide the public with baking tips, recipes and the ability to share images of their cake creations.
Bep Dhaliwal, Trade Communications Manager, Mars Chocolate UK, said: “We are more than excited and extremely proud to help Comic Relief raise more money for the people that need it most.“
Given the current popularity of home baking, Dhaliwal is hopeful that the campaign will allow retailers to increase sitings and drive sales in the home baking category.
New baking-themed packaging across all formats will be available from 25th January including singles, big bag, treat bag, pouch, more-to-share pouch and box as well as Maltesers Teasers single, block and three-pack.