Maltesers has unveiled an on-pack purpose campaign to support the nation’s working mums.
The brand has also donated £500,000 to Comic Relief, and will work with the charity to support organisations that help women thrive.
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 working mothers. 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”.
“It’s hard for working mums; society tells them they can ‘have it all’, but the reality is often very different,” Leah Dyckes, Maltesers brand director, commented.
“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 per cent of UK consumers are more likely to purchase from brands whose values align with their own, and 72 per cent believe they can vote with their wallets to support brands that are good citizens.”
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 in-store – 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.