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Maltesers: Love Beats Likes
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Mars Wrigley UK has today announced a new partnership with broadcaster Channel 4, with a refreshing and thought-provoking comedy short commission titled Late Night Feed, highlighting the importance of maternal mental health. The comedy short complements the brand's wider #LoveBeatsLikes campaign created by AMV BBDO, which aims to encourage the support network around mums to go beyond social media likes and to properly check in with the mums in their life. The wider campaign sees the Mars Wrigley owned brand team up with partners such as Black Ballad and Gay Times to communicate and share the message. Both platforms were selected by Mars Wrigley's media agency, MediaCom, using their inclusive planning process, which focuses on authentically communicating with diverse audiences. Influencer partners Dr Zoe Williams and Chessie King – who are new mums themselves – also created content to spread the word. Late Night Feed, the social-first film from 4Studio will live across Channel 4’s YouTube, Facebook and Instagram channels. Bespoke edits of Late Night Feed will form a new linear TV ad that is set to debut on Channel 4 on Friday 19th November and air across the broadcaster’s network.
Agency Planner: Emily Brydon Related |
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