Maltesers is calling for the nation’s support to raise £1m on Red Nose Day as it launches its new campaign, which encourages consumers to #bakeamillion for Comic Relief.

Following in the footsteps of the Maltesers “Bake Yourselves Silly” campaign in 2015, which donated £1.3m through on-pack donations and employee fundraising, Maltesers and Comic Relief have reunited for the #bakeamillion campaign.

Maltesers is encouraging consumers to get baking, and upload a picture of their Red Nose Day cake or bake with #bakeamillion to their social media channel of choice. For each cake or bake photo uploaded, Maltesers will donate £5 towards its £1m total donation.

The #bakeamillion campaign will be supported by significant media investment, including a digital-led campaign called “Any Cake, Any Shape”; with the aim to inspire the entire nation to get baking this Red Nose Day, no matter what their baking ability.

Mars Chocolate’s range of Maltesers Singles, Pouches and Maltesers Teasers Single Bars will also be flashed with “You Bake, We Donate £1million” – and are available for retailers to buy now.

Bep Dhaliwal, trade communications manager, Mars Chocolate UK, said: “Maltesers and Comic Relief are the perfect partners on the lighter way to fundraise. Since we started working together in 2011, the UK’s number one bitesize brand has raised £3.8m to help Comic Relief to transform people’s lives, in the UK and across Africa. We are once again calling on Britain’s home bakers to put on their aprons and have a laugh in the kitchen, for a good cause.

“We know that 50% of households bake and that bake sales continue to be one of the biggest fundraising drivers for Comic Relief. At the same time, chocolate is ranked the sixth most popular ingredient in baking, and we have seen Maltesers usage in baking double in the past year to one million occasions. It’s the perfect opportunity for retailers to stock up on bitesize packs and get creative in store, encouraging excitement and buzz around the latest Maltesers campaign; #bakeamillion.”

Red Nose Day will be on Friday 24 March.