Maltesers has unveiled a new on-pack campaign to raise awareness of the challenges faced by the UK’s working mums.
Launched under the brand’s ‘Let’s Lighten the Load’ platform, the shopper-led campaign looks to encourage working mums to laugh together through the tough stuff, whilst also highlighting the importance of support from allies in their network. At its heart is a move by Maltesers to donate £500,000 and work with Comic Relief to support organisations that help women thrive.
The campaign is supported by paid media, including retailer banners online, as well as ‘Let’s Lighten the Load’ FSDUs, dumpbins, gondola ends, aisle fins and shelf barkers instore.
For the first time, the Maltesers pack has been given over to real working mums to share their firsthand experiences at work. These include mum-of-two Julia, who said: “Sharing last night’s parenting disaster with colleagues – the best kind of coffee break.”
Leah Dyckes, Maltesers Brand Director, commented: “It’s hard for working mums; society tells them they can ‘have it all’, but the reality is often very different.
“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.”
Shoppers can scan packs to get involved; a ‘Let’s Lighten the Load’ website hosts support packages, including hints and tips on how consumers can support the working mums in their lives.
