Maltesers is encouraging consumers to raise money for Comic Relief by using the bitesize chocolates in their baking.
The ‘Bake Yourself Silly’ campaign, the third the brand has run with the charity, will see 5p from every bag, pouch, and box of Maltesers go to Comic Relief. All products will feature special packaging with a cupcake-inspired design.
Maltesers will support the campaign with a TV ad running from 1 February to 13 March, a range of POS materials, and a media partnership with BBC Good Food, featuring in the print and online editions of BBC Good Food, Easy Cook and Radio Times.
The Maltesers website will also offer tips and recipes, and the ability for users to share pics of their baking creations.
Bake sales are among the most popular Red Nose Day fundraising activities – and the top ten web searches for Maltesers are all baking-related, the brand said.
“The bitesize category has been growing strongly and with a creative Red Nose Day campaign, Maltesers is perfectly placed to boost growth further,” said Mars Chocolate UK’s trade communications manager Bep Dhaliwal.