MALTESERS is to launch new packs to support its 2015 drive to raise £1m for Comic Relief.
Since 2011, the brand has raised £2.5m for the charity and aims to increase that with this year’s “Bake Yourselves Silly” Red Nose Day promotion.
A 5p donation will be made to the charity from each special pack of Maltesers and Maltesers Teasers.
The campaign will be supported by TV advertising, point of sale materials and promotion in BBC food and listings magazines.
There will also be baking tips and recipes available on the brand’s website which will offer consumers the opportunity to show off their Bake Yourselves Silly creations.
Bep Dhaliwal, trade communications manager at Mars Chocolate, said: “We are more than excited and extremely proud to help Comic Relief.
“The home baking industry is booming and we’re combining this trend with the power of Maltesers and Comic Relief to create a great category opportunity.”
