Have an afternoon snap with Maltesers Biscuits

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Mars Chocolate Drinks & Treats is launching a new £225k marketing campaign this month, to drive further awareness of its successful Maltesers Biscuits sku.

The new campaign, entitled “have an afternoon snap”, includes an extensive digital out-of-home activation, sampling, social media amplification and public relations support, with an anticipated consumer reach of 12 million.

More than 4.8 million households have tried Maltesers Biscuits since the original sku was launched in 2020, with the range now worth £6.9 million, but the company feels that there is still significant growth potential for the range.

“We know that once consumers try Maltesers Biscuits, the repeat purchase is high and there remains a substantial number of households still to try the product,” said Michelle Frost, general manager at Mars Chocolate Drinks and Treats.

“The ‘have an afternoon snap’ campaign brings to life the fun, tasty crunchiness of the biscuit while owning the main consumption occasion for both a pre-family and empty nester audience.

“We believe that the innovative format, unique malty taste and the popularity of the brand combined with this new campaign, will continue to drive new consumers to the category.”