When Maltesers celebrated its 90th anniversary, the challenge was to mark the milestone with four bespoke campaigns for Sainsbury’s, Tesco, Co-op and Asda.
The anniversary message, “Looking on the Light Side for 90 Years”, gave us a strong starting point – Maltesers has built nine decades on being the fun, easy-going chocolatey treat, and we wanted the activations to carry that same spirit.
Rather than one format across every retailer, each got its own mechanic and prize structure, built around what would land best with their shoppers:
- At Sainsbury’s, the campaign tapped into Nectar, rewarding shoppers with points and the chance to enter member-exclusive prize draws.
- At Tesco, we ran an instant-win mechanic offering thousands of prizes, giving the campaign real scale and excitement for shoppers to walk away with a prize on the spot.
- At Co-op, shoppers were in with the chance to win a share of a £10,000 friendship fund, a prize idea that nodded to Co-op’s community-minded shopper base and gave the promotion a warm, personal feel.
- At Asda, shoppers had the chance to win a Mini Cooper, giving the campaign an in-store “wow”.
Across all four retailers, the Look on the Light Side campaign delivered a joined-up shopper experience that stayed true to what Maltesers is about: fun, optimism and a bit of light-heartedness, tailored to each retailer’s shoppers.
