Maltesers has unveiled an on-pack campaign to support working mums.
Accompanying the brand’s launch of its ‘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 is a move by Maltesers to donate £500,000 and work with Comic Relief to support organisations that help women thrive.
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”.
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?.”
A 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 ‘Let’s Lighten the Load’ FSDUs, dumpbins, gondola ends, aisle fins and shelf barkers instore – all in the brand’s signature red colour.
NAM Implications:
- All this and user-generated content too.
- A no-brainer…
