Brief: Create a bigger role for Maltesers in Comic Relief 2015, using baking as a platform and beat last year's fundraising total.
Solution: I wrote the campaign line 'Bake Yourselves Silly', a simple rallying call to arms that appeared on 24 million Maltesers packs and linked all the digital, social and in-store comms. We created a microsite hub for the campaign, where people could download a Maltesers Bake Sale Kit and upload photos of their Maltesers bakes.
Results: 24.6 million packs sold, raising £1,334,842 for Comic Relief and driving Maltesers Bitesize market share to 58%
Bake Yourselves Silly Microsite results: 92,918 new site visitors, average dwell time 02:15