Skip to content
Search
AI Powered
Latest Stories

Maltesers unveils on-pack campaign supporting working mums

Maltesers unveils on-pack campaign supporting working mums

Maltesers has unveiled an on-pack purpose campaign to support the nation’s working mums.

The brand has also donated £500,000 to Comic Relief, and will work with the charity to support organisations that help women thrive.


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 working mothers. For the first time, the Maltesers pack will be given over to real working mums to share their personal experiences at work.

One pack example comes from Julia, mum of two, who said: “Sharing last night’s parenting disaster with colleagues – the best kind of coffee break.” Laura, also a mum of two, shares her story: “When the boss knows my baby pulled an all-nighter, and brings much-needed coffee”, as did Danielle, a mum of three: “I love working with people who get that the juggle is real”.

“It’s hard for working mums; society tells them they can ‘have it all’, but the reality is often very different,” Leah Dyckes, Maltesers brand director, commented.

“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 per cent of UK consumers are more likely to purchase from brands whose values align with their own, and 72 per cent believe they can vote with their wallets to support brands that are good citizens.”

Shoppers are invited to pick up a pack and scan to get involved. The website will host support packages, including hints and tips on how consumers can support the working mums in their lives.

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 in-store – all in the brand’s signature red colour.

The activity takes the brand’s purpose journey – which first shed light on the issues that women face in March 2021 and sparked a rate of sale that paved the way for today’s announcement – into stores across the UK this June.

This year, the brand has commissioned a white paper that looks in detail at the issues women face in the workplace and provides suggestions to working mums to access support networks and information.

More for you

ADRIATICO limited edition expression with Planteray Rum

ADRIATICO limited edition expression with Planteray Rum

ADRIATICO is once again disrupting the amaretto category by expanding its portfolio, this time in the world of rum. ADRIATICO Amaretto today announces the launch of ADRIATICO Roasted Amaretto Planteray Rum Cask, a new limited edition amaretto made up of only 2,600 bottles, in collaboration with the prestigious rum producer.

This is the fourth limited edition ADRIATICO Amaretto release following the successful Heaven Hill Bourbon Cask, Caroni Rum Cask and Bonollo Grappa Cask expressions. The new limited edition expression ages ADRIATICO Roasted Amaretto for eight months in ex-Planteray Fijian Rum casks, creating an intense amaretto with nuances of classic rum flavours.

Keep ReadingShow less
Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s has unveiled its new ATL campaign, “Mix It Up”. The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.

Mix It Up is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert. With 36 per cent of drinkers currently pacing their consumption with soft drinks and 49 per cent of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.

Keep ReadingShow less
Jameson teams up with Admiral, for a tracksuit modelled by Kyle Jameson

Jameson teams up with Admiral, for a tracksuit modelled by Kyle Jameson

Irish Whiskey brand Jameson has been the English Football League's (EFL) main spirits sponsor for two seasons and is deeply entrenched in all aspects of the league, including player sponsorships. It has now signed up with Admiral to celebrate both brands' association with the beautiful game. They have worked closely together to create a full retro-inspired tracksuit in Jameson’s signature green, featuring key elements from Admiral’s world-famous designs for team performance wear, to create a slouchy royal green trackie ready prepped for pubs, presents, party games and freezing cold five-a-sides this Christmas.

Jameson shares a history rich with the beautiful game, so teaming up with an iconic heritage brand like Admiral felt like a natural fit, with the results speaking for themselves,” said Josh McCarthy, Brand Director for Pernod Ricard UK. “A classic tracksuit, from two classic brands, to look sharp after the match when buying your mates a round of Jameson, Ginger and Lime. Nostalgia is everywhere at the moment and growing up in Leicester, there was no shortage of Admiral tops in the park and at the local football clubs.”

Keep ReadingShow less
Customer design takes centre stage on new Rizla limited-edition paper

Customer design takes centre stage on new Rizla limited-edition paper

An eye-catching design created by a customer is bringing a unique appeal to a new limited-edition range of king-size slim papers from the iconic Rizla brand.

The Super Thin Silver papers from the UK’s favourite rolling papers brand* come in three exciting and colourful designs, which form a complete image when placed together.

Keep ReadingShow less
WKD X expands range and unveils first-ever ad campaign

WKD X expands range and unveils first-ever ad campaign

WKD X, the caffeine-containing 7% ABV innovative sub-brand from the leading RTD, is building on the strong successes achieved since its 2022 launch with the introduction of two additional flavour variants and its first dedicated media campaign.

Drawing its inspiration from the energy drinks category, WKD X variants contain caffeine, guarana and taurine, and compete in the fast-growing ‘enhanced RTD’ segment of the overall alcoholic ready-to-drink category.

Keep ReadingShow less