High Five in association withThe Immortal Awards

High Five: Mars Wrigley Indulges in Some Chocolatey Treats

London, UK
With the festive holidays just around the corner, business unit director at Mars Wrigley UK, Kerry Cavanaugh, reflects on some confectionery campaigns from 2022 that left a sweet taste in his mouth

At Mars Wrigley, we are led by our purpose: the world we want tomorrow starts with how we do business today. Looking back at our campaigns over the past year, it’s brilliant to see how we have combined creativity and innovation, highlighting the importance of our purpose and the power of our brands. Here’s a look at just a few of the nominated campaigns that helped us bring our purpose to life and put smiles on people’s faces throughout 2022...

Mars Wrigley UK - 'Mars Wrigley UK’s 90th Anniversary'

Agency: freuds Communications Ltd

In 1932, the first Mars bars were being made in Slough by just four associates - all by hand. Moving forward 90 years, the Slough factory now makes almost three million Mars bars a day and is the home of some iconic treats. 90 is certainly a special occasion, so we celebrated with archive images, facts and historical context, alongside research into the chocolate habits of the nation. We conducted a search for Brits turning 90 this year to celebrate the people who have come along the journey with us, pledging to gift a special keepsake box to nighty nonagenarians to mark the chocolate milestone.

Maltesers - 'The Maternity Return'

Agency: AMV BBDO x freuds Communications Ltd x Mediacom

To mark Maternal Mental Health Month, Maltesers launched '#TheMaternityReturn', a social media campaign highlighting the ups, downs, and challenges mums face on returning to work after maternity leave. As a continuation of the campaigns created last year, '#TheMassiveOvershare' and '#LoveBeatsLikes', '#TheMaternityReturn' used authentic content to demonstrate that the return to work can often be overwhelming and a real struggle for many mums, but that there is always help and support available.

Skittles - 'Recolour the Rainbow'

Agency: freuds Communications Ltd

As the UK celebrated 50 years of Pride this year, Skittles collaborated with GAY TIMES, Queer Britain and Getty Images to fill the gaps within the LGBTQ+ historical archives. The work builds on Skittles efforts last year to recolour and restore iconic photos from Pride’s history through its '#RecolourTheRainbow' campaign. The latest campaign continues the important and necessary conversation around the gaps in the LGBTQ+ archive while celebrating the photography that does exist and is yet to come. Through its campaign, Skittles hopes to represent the historical and current experiences of the queer community, telling visual stories with authenticity, and accurately portray and document the community’s impact on society. 

Snickers - 'Go Full Fan'

Agency: The&Partnership
Director: Jonas McQuiggin
Post: Creep Productions x Tag Collective Arts
Sound: Wave

Looking to drive more support for women’s football, Snickers' ‘Go Full Fan’ campaign aims to encourage genuine backing for England’s Lionesses by communicating the messaging that ‘You’re only a full fan if you support the Lionesses too’. Playing out across a variety of assets and media, including research commissioned by the brand, the campaign got England fans talking by busting the biggest myths surrounding women’s football - all with the aim of increasing support both on and off the pitch.

Celebrations - 'Bring Back Bounty'

Agency: Taylor Herring
Production: St Marks Studios

Every year, we love to see the debates rage over the nation's favourite Celebrations. This year, we continued to tap into this and announced that tubs of Celebrations without Bounty’s will be sold in selected stores on a trial basis. Days later, we released a fun short film about Bounty to showcase the love for the coconut treat.

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Hero: Focus
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