Maltesers lighten the load for working mums in Motherlover campaign
The Motherlover campaign aims to spotlight the issues and challenges faced by mothers in the workplace while also ensure everyone knows what they can do to lighten the load for working mums.
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Maltesers has launched its new Motherlover campaign, continuing the brand’s long-standing commitment to lighten the load for women, using the power of laughter and togetherness.
This year, the Motherlover campaign uses the iconic Maltesers brand platform and its cheeky, intimate, and honest tone of voice to shine a light on the challenges faced by mothers in the workplace and the ways those around them can step up.
Despite societal changes designed to make things more equal, new research commissioned by Maltesers has revealed that many of the burdens of combining work and home life still fall on working mums. In fact, 55% of mums in the UK say they need more help from employers and colleagues to be the working mum they want to be.
In response, the Motherlover campaign, created in conjunction with AMV BBDO, brings a refreshing approach to the subject, celebrating the village around mums and uses the brand’s iconic tone to highlight the ways different people can lighten the load, whether that be colleagues, employers, partners or friends and family.
Credits
powered by
- Agency AMV BBDO/London
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Credits
powered by
- Agency AMV BBDO/London
- Chief Creative Officer Nicholas Hulley
- Chief Creative Officer Nadja Lossgott
- Creative Director Martin Loraine
- Creative Julia Merino
- Creative Ricardo Porto
- Creative Charles Olafare
- Creative Josie Finlay
Credits
powered by
- Agency AMV BBDO/London
- Chief Creative Officer Nicholas Hulley
- Chief Creative Officer Nadja Lossgott
- Creative Director Martin Loraine
- Creative Julia Merino
- Creative Ricardo Porto
- Creative Charles Olafare
- Creative Josie Finlay
The addressable campaign features 10 targeted messages, all designed to give different communities a role to play in supporting the working mums in their lives. Each message has been inspired by the real stories and experiences shared by mums.
Leah Dyckes, Maltesers Brand Director UK said: “Whilst 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.”
Motherlover is the fourth instalment in a series of campaigns from Maltesers since 2021 and forms part of the brand’s multi-year partnership with Comic Relief, working towards a future where women no longer face injustice. Together, both organisations are working to lighten the load for working mums and help women thrive.
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On how the brand purpose has strengthened since 2021, Dyckes adds, “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.”
AMV BBDO’s Creative Julia Merino, who developed the campaign alongside Ricardo Porto, said: “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 mum. Leveraging the iconic Maltesers tone of voice, we turned these stories into celebrations of the everyday heroes who lighten the load of working mums. Humour is an under-utilised 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 how they can better support the working mums in their lives”
The Motherlover campaign will be supported across social, OLV, OOH, audio and in-store over 10 million Maltesers packs which will carry messaging from real mums, bringing to life ways to lighten the load.
