The challenge
Perhaps unsurprisingly, more people buy chocolate during the Easter season than at any other point in the year. Mars wanted to inspire home bakers to bake with Maltesers during the spring break and drive them to Mars’ own recipe hub.
Objectives
This was our fifth year of Good Food working with Mars on the Spring Bake campaign, and we wanted to evolve the partnership, while continuing to produce delicious recipes for use on our own channels, as well as Mars’.
As well as finding new avenues for the campaign, we wanted to reflect wider food trends, such as air fryer recipes and sustainability, to keep the content fresh and relevant.
The campaign’s objectives were:
- Build Maltesers relevance with the ritual of baking in the run-up to Easter
- Produce amazing recipe content, improving on previous Spring Bake campaigns
- Inspire consumers to bake, driving them to the Mars recipe hub
Delliverables
Spring Bake 2024 was a showstopper sponsorship that integrated Maltesers into the Good Food brand like no other partnership had done before.
Highlights included:
- Co-branded Good Food cover featuring Maltesers (media first)
- 3-page sponsored editorial print feature feat. Maltesers recipes (media first)
- 3 native recipes with stills and videos
- 3 new commercial recipes for the Maltesers website, with videos and stills
- Digital features on MadeForMums
- Digital ads across the network and roadblocks
- Paid social campaigns on Good Food and MadeForMums
- Social amplification of native and commercial content
Campaign performance
1.7m
commercial video views
190% against KPI
3.8m
social reach
112% against KPI
56k
clicks to Maltesers site
158% against KPI
3.8m
digital ad impressions
108% against KPI
31k
native recipe page impressions
115% against KPI
“Every time we’ve included Mars Spring Bake content on MadeForMums, it’s been a hit! The editorial team loves adding more food content to their site, and this campaign is a perfect fit with the playful bunnies!”
– Katie Ryce, Head of Client Services, Imagine
“We loved working on this years’ Mars Spring Bake partnership – the recipes are always delicious and so much fun to shoot. It was great to work so closely with Mars on all the creatives, everything went so well as they truly trusted our process!”
– Hannah Proud, Senior Art Director, Imagine
Campaign outcomes
- Successful multi-platform partnership, integrating Maltesers with Good Food like no other partner
- New, fresh recipes and content, leveraging trends and insights
- Seamless collaboration and communication throughout the campaign
- Strong engagement and overdelivery across various metrics
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