The Australian shared chocolate category had been progressively shifting from impulse buying to planned grocery purchases, as people became more health and price conscious. Maltesers have traditionally been associated with eating at the movies, an impulsive occasion. We needed to find a way to get people to think of Maltesers beyond the movies.
We reviewed past analysis and undertook a range of new digital analyses to pinpoint the interests and behaviours of our online audience. What we uncovered was a ritual of baking with Maltesers. It was a small ‘big’ thing. Tapping into this behaviour we invited our broader social audience to share their baking adventures. As a result, we encouraged and grew this relatively untapped behaviour; we had over 5 million organic impressions online, grew our social share-of-voice by 466%, quadrupled Facebook engagement, and contributed to 16.8% brand growth in grocery. A significant improvement on the previous year’s results.