Maltesers is calling on the nation to help it raise £1m for Comic Relief with a new campaign encouraging everyone to ‘Bake Yourselves Silly’ for a good cause.

Since beginning its partnership in 2011, Maltesers has already raised over £2.5m for Comic Relief through on-pack donations and employee fundraising, and the ‘Bake Yourselves Silly’ campaign marks the next phase with fresh new packaging and an exciting new category growth opportunity for retailers.

For the first time, the Maltesers Teasers block is joining Maltesers in this year’s Red Nose Day campaign.

Maltesers will feature new stand-out baking-themed packaging across all formats including singles, big bag, treat bag, pouch, more-to-share pouch and box as well as Maltesers Teaserssingle, block and three-pack.

The Maltesers ‘Bake Yourselves Silly’ campaign aims to fit the partnership with Comic Relief by tapping into existing consumer behaviour – not only are bake sales one of the most popular Red Nose Day fundraising activities, but the top ten web searches for Maltesers are also baking-related. Encouraging customers to ‘Bake Yourselves Silly’ with Maltesers provides an innovative category growth opportunity for retailers to inspire and excite their shoppers.

Maltesers will be supporting the campaign with a bespoke TV ad delivering the ‘Bake Yourselves Silly’ message to millions, eye-catching POS and a media partnership with BBC Good Food, running from the beginning of February and featuring in the online and print editions of BBC Good Food, Easy Cook and Radio Times. Maltesers will also be providing the nation with all the fun tips and baking inspiration they need, including recipes and the ability to share images of their cake creations online.

Bep Dhaliwal, trade communications manager, Mars Chocolate UK, said: “The bitesize category has been growing strongly and with a creative Red Nose Day campaign, Maltesers, the No.1 bitesize sharing brand, is perfectly placed to boost growth further, linking bitesize and the baking category.

“We are more than excited and extremely proud to help Comic Relief raise more money for the people that need it most by challenging the nation to Bake Yourselves Silly.

“The home baking industry is booming and we’re combining this trend with the power of Maltesers and Comic Relief to create a great category opportunity for retailers to increase sitings and drive sales in the home baking category. Stock up on our Maltesers and Teasers ranges, inspire customers with excitement in-store and help us raise £1m for a great cause.”

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