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Maltesers fought off the likes of Tesco, Brewdog, Just Eat and Amazon to claim the top prize, and was praised by the judges for achieving what is seen by some in marketing as the “holy grail – doing well by doing good”. Yorkshire Tea’s entry was highly commended.
After winning Channel 4’s competition for £1m-worth of free commercial airtime during the 2016 Paralympics, Maltesers has built differentiation into its brand by putting inclusivity at the heart of its positioning. Its ‘Look on the Light Side of Disability’ campaign, which featured disabled people in everyday situations discussing awkward encounters and experiences, was Maltesers’ most successful in more than 10 years and grew the brand by 8%.