Mars Chocolate brand Maltesers is calling for the nation’s support to raise £1m this Red Nose Day (March 24) as it launches its new campaign, which encourages consumers to #bakeamillion for Comic Relief.
Following in the footsteps of the “Bake Yourselves Silly” campaign in 2015, which donated £1.3m through on-pack donations and employee fundraising, Maltesers and Comic Relief are reuniting “to put the fun back into baking” with the #bakeamillion campaign.
Via the campaign, Mars is encouraging consumers to get baking, and upload a picture of their Red Nose Day cake or bake with #bakeamillion to their social media channel of choice. For each cake or bake photo uploaded, Maltesers will donate £5 towards its £1m total donation.
The #bakeamillion campaign will be supported by significant media investment, including a digital-led campaign called “Any Cake, Any Shape”; with the aim to inspire the entire nation to get baking this Red Nose Day.
Mars Chocolate’s range of best-selling Maltesers Singles, Pouches and Teasers Single Bars will also be flashed with “You Bake, We Donate £1m”.
Bep Dhaliwal, trade communications manager, Mars Chocolate UK, said: “Maltesers and Comic Relief are the perfect partners on the lighter way to fundraise. Since we started working together in 2011, we’ve raised £3.8million to help Comic Relief to transform people’s lives, right here in the UK and across Africa. We are once again calling on Britain’s home bakers to put on their aprons and have a laugh in the kitchen, all for a good cause.”