MALTESERS® Truffles launches first campaign

Today, Mars Wrigley Confectionery launches a new advertising campaign for MALTESERS® Truffles. The campaign, backed by a £1.2m marketing spend, will be the first in a playful series positioning MALTESERS® Truffles as a gift that’s almost too good to part with.

The digital-only campaign is a continuation of the brand’s strategy to help introduce a younger demographic of adults to the MALTESERS® brand. The campaign consists of a humorous series of four adverts and social GIFs showing people finding MALTESERS® Truffles just too good to give away. In the first advert in the campaign, launched today ahead of the Christmas season, MALTESERS® Truffles are beautifully gift-wrapped before the giver decides to tear open the paper and enjoy the gift themselves. In the rest of the series, gift givers on birthdays, Valentine’s Day and Mother’s Day find themselves in comically awkward situations as MALTESERS® Truffles prove just too good to give.

MALTESERS® Truffles are a new format of MALTESERS® special enough to gift to family and friends (if you can bear to part with them!). MALTESERS® Truffles contain the familiar crunch and melt texture combination that MALTESERS® fans love with a creamy truffly texture to create an indulgent taste sensation.

Mars Wrigley Confectionery UK is investing £1.2m (MMS equivalent) marketing spend behind the launch and the digital campaign is set to reach over 60% of the UK. Instore activation support will include premium point of sale and media tools that will be focused on driving trial, awareness and conversion.

MALTESERS® Truffles are Mars Wrigley Confectionery UK’s first step into a premium chocolate offering and both product and packaging extend MALTESERS® into an all-year-round premium gifting experience. Seasonal and boxed confectionery have outperformed total confectionery for the last three years[1], largely driven by consumers favouring more premium chocolate, which has grown at ten times the rate of total chocolate. MALTESERS® Truffles’ extension into premium gifting will drive incremental growth to the category, representing a £20 million CSV opportunity.

The campaign was created in conjunction with AMV BBDO and features a range of diverse actors as a continuation of the commitment by MALTESERS® to represent the diversity of its consumers through its marketing. Following its award-winning entry for the Channel 4 Superhumans Wanted competition in 2016, the MALTESERS® brand has become synonymous with championing diversity and inclusion in advertising.

Rebecca Shepheard-Walwyn, Brand Director, MALTESERS®, said:

MALTESERS® Truffles is a leading product for us this Christmas and following the success of our first ever digital-only campaign earlier this year with MALTESERS® Buttons, we’re continuing this approach. These humorous creatives are the perfect way to introduce the new additions to consumers and we think the sentiment of finding MALTESERS® Truffles too good to give away is something anyone who tries one will understand!” 

Chaz and Lucy, Creatives at AMV BBDO, said:

“People often buy Christmas gifts for others which they end up keeping for themselves – especially chocolates, which are extra tempting. Our new campaign for MALTESERS® Truffles shows people doing exactly that! After the success of our MALTESERS® Buttons campaign in July, we were excited to work on another digital-first campaign for MALTESERS®, launching another yummy new MALTESERS® product.” 

Supporting the above will be digital out-of-home advertising, influencer campaigns and a nationwide sampling activation where over one million Next shoppers will be able to enjoy a MALTESERS® Truffle at a Next tillpoint.

[1] Nielsen, 2017