MALTESERS® has unveiled its on-pack purpose campaign to support the nation’s working mums.
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 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, says “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?[1].”
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 instore – 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.
Visit the website at: www.maltesers.co.uk/lighten-the-load
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