Maltesers has announced it will be Britain’s Got Talent’s exclusive confectionery partner for 2014, marking the first time that the Maltesers brand has partnered with the series.
The partnership will aim to transform family time as it unites the number one Bitesize brand with the UK’s most popular TV show.
As part of the partnership, Maltesers will launch a limited edition flash-marked pack.
The packs will feature an exclusive promotion giving consumers the opportunity to win a range of money-can’t-buy prizes, including VIP tickets to the Britain’s Got Talent live shows and thousands of other prizes.
Maltesers’ digital activation will also offer the chance to win the ultimate Britain’s Got Talent House Party for family and friends.
Carrie Martin, Retail Excellence Director, Mars Chocolate UK, said:
“Mars Chocolate UK is delighted to be partnering with Britain’s Got Talent for the first time, bringing together the nation’s biggest TV talent show and the most loved Bitesize treat, Maltesers
“The Bitesize category has taken off over the last few years as more and more consumers switch that expensive big night out for a big night in with their friends and family.
“By pairing Britain’s Got Talent and Maltesers, we know that we can add something extra special to that important family time and offer the chance to win exclusive prizes, such as the ultimate Britain’s Got Talent House Party.
“Supported by a range of eye-catching POS units and a £1.95 million media support package, retailers are advised to stock up on the flash-marked packs.”
Worth £187.6m to the confectionery industry, the Maltesers brand enjoyed a hugely successful 2013, with continued popularity of its longstanding lines including Maltesers and the Maltesers Bunny and the launch of award-winning new products such as the Maltesers Teaser.
The Bitesize category has also enjoyed phenomenal success over the last few years, now worth £589m .