Maltesers & Comic Relief – Championing Women’s Wellbeing Together

For over 15 years, Maltesers has been a proud partner of Comic Relief – sharing a belief that humour can change the world and that resilience is built by looking on the light side of life.

In 2021 we step changed the partnership: moving from working together once a year on Red Nose Day activations to a year round focus – co-creating campaigns that spoke to women and using the Maltesers platform as a much loved treat – helping to highlight the issues that really matter to them, breaking down the taboos and directing them to help and support.

Our collaboration has driven meaningful impact by funding and supporting organisations that offer specialist help and vital community services for women and families, ensuring those who need it most can access the support they deserve.

Maltesers and Comic Relief have partnered for more than 15 years, working
together to create a future where women don’t face injustice.
We're helping to build women’s resilience by focusing on the different
challenges women face through our campaigns, with over £8m in donations from Maltesers since 2011.

Laughing together through the tough stuff and supporting Red Nose Days
before growing into an all-year-round purpose led partner, Maltesers has
supported Comic Relief in creating shared feel-good moments that inspire
generosity.

Together, we have partnered on many successful campaigns and initiatives.
From Bake Sales and #funnyfaces, to Lightening the Load for working mums, Maltesers support goes a long way to helping women thrive.
Spotlight on ‘The Massive Overshare’ 2021 Campaign:

• Maltesers wanted to encourage mums across the UK to help normalise
conversations about maternal mental health by highlighting the
oversharing of unfiltered realities by mums

• The campaign was developed in tandem with Comic Relief’s funded partners The Happy Mums Foundation & Smile Group, as well as women who have lived experience with maternal mental health.

• Highest ROS in 3 years1 and most culturally famous Maltesers campaign
ever

• The Grocer’s best confectionary campaign in 20212

• Acknowledged as best in class social activism by special advisor to the
Prime Minister and government social media

• The highest volume of social conversation in Maltesers’ history3

• Over 200 million PR reach4

  • 1 Nielson, Scantrak week ending 31st Dec 2021

  • 2 Top Campaigns: the 50 best brand adverts of 2021 | Analysis & Features | The Grocer

  • 3 AMV, Post Campaign Analysis 2021

  • 4 Freuds, Post Campaign Analysis 2021

  • 5 2.7million social media reach

  • 6 13.2million Broadcast reach

  • Plus OOH, Radio and Media Partnership activity 5 EMC, Post Campaign Analysis, 2021

PARTNER TESTIMONIALS: Maltesers

“Comic Relief gave us credibility. This partnership has been key in accelerating cultural momentum.” Maltesers