Specific creative work bespoke to each TV environment was created in order to standout and really strike a chord with TV viewers on a day-to-day basis. It had to be immediately relevant to current programming and feel of the moment if we were to resonate with the viewers of EastEnders or Big Brother, for example. On top of that it had to feel intrinsically 'Maltesery', playful, light-hearted. A welcome part of the experience.

This communications strategy has propelled Maltesers up the confectionery rankings. Indeed, Maltesers is now the second largest confectionery brand, the previous year it was ranked third. This is a fantastic achievement.