Maltesers wants to lighten the load for working mothers
The chocolate brand has used a cheeky and honest tone of voice to highlight the challenges faced by mothers in the workplace and the solutions.
Informed by research that showed that 55% of mothers in the UK say they need more help from employers and colleagues, Maltesers has launched ‘Motherlover’.
In the series of shorts, viewers see different people and the role that they play in supporting working mothers. Each message has been inspired by the real stories and experiences.
Leah Dyckes, brand director at Maltesers UK, said: “While becoming a parent drastically changes a woman’s life, the expectations and structures at work and home aren’t changing quickly enough – and too often the onus is on the women to fix “women’s issues”. We must, therefore, shift this dynamic by asking everyone around women to step up, to show empathy, and do what they can as allies to lighten their load.”
Since 2021, Maltesers has worked alongside Comic Relief to create a future where women no longer face injustice. This marks the fourth installment of the series.
On how the brand purpose has strengthened since 2021, Dyckes added: “We noticed during previous campaigns that there was a large volume of conversations around the topic of mothers in the workplace and so, for this campaign, we wanted to focus on this area by commissioning research and using our brand platform to start conversations with working parents in order to understand more about what they want and need.
”Maltesers has been celebrated for tackling taboos and smashing stigmas and we will continue to use our platform to support women on societal issues that affect women’s mental well-being, with our charity partner Comic Relief.”
The campaign is the work of creative agency AMV BBDO and will run across social, online, out-of-home and audio, alongside partnerships with the Peanut App and The Guardian.
Julia Merino, creative at AMV BBDO, noted: “We needed to ensure that the campaign was rooted in real experiences, advisory and research. We worked with The Outsiders to develop a thought-provoking white paper that highlighted the realities of being a working mother. Leveraging the iconic Maltesers tone of voice, we turned these stories into celebrations of the everyday heroes who lighten the load of working mothers.
”Humour is an under-utilized emotion that has the power to reach those who might not otherwise engage with a topic like this. As a working mum myself, I hope this campaign inspires people to think about how they can better support the working mums in their lives.”
Like this story? Read our interview with Nicholas Hulley, chief creative officer at AMV BBDO.