Maltesers has unveiled a new on-pack campaign designed to support the nation’s working mums.
To support the brand’s launch of their ‘Let’s Lighten the Load’ platform, the new shopper-led campaign raises awareness of the challenges faced by the UK’s working mothers.
The campaign is looking to encourage working mums to laugh together through the tough stuff, whilst also highlighting the importance of support from allies in their network. At the heart of the campaign Maltesers will donate £500,000 and work with Comic Relief to support organisations that help women thrive.
The campaign will be supported by paid media, including retailer banners online, as well as bold, eye-catching ‘Let’s Lighten the Load’ FSDUs, dumpbins, gondola ends, aisle fins and shelf barkers instore – all in the brand’s signature red colour.
Leah Dyckes, Maltesers brand director, said: “It’s hard for working mums; society tells them they can ‘have it all’, but the reality is often very different. There are so many challenges, and it can be a real struggle to make it work – and too often the expectations and structures at work and home aren’t changing quickly enough. By giving up our packs to tell stories of real women in the workplace, we hope to raise awareness of the need for spaces where mums are supported.
“We also know that doing the right thing and raising awareness of issues that affect our consumers influences purchase decisions. 77% of UK consumers are more likely to purchase from brands whose values align with their own, and 72% believe they can vote with their wallets to support brands that are good citizens.”
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