Campaign of the Year 2017

The food and drink community celebrated success on 21 September 2017 as the winners of the Food and Drink Federation Awards were announced.

Mars Chocolate UK - MALTESERS® 'Look on the Light Side' campaign

The latest instalments in MALTESERS® 'Look on the Light Side' advertising campaign focussed upon the lighter side of living with disability. The campaign saw MALTESERS® team up with disability charity Scope, using the charity's research and insight to help clarify and inform the objectives of the campaign.

The three new MALTESERS® adverts are the first step in Mars' journey to reflect more of the diversity of the Great British public through richer, more inclusive and inspiring advertising. One spot in the series, Theo's Dog, went on to be Britain's first ever fully-signed TV ad, using just British Sign Language to communicate and was initially aired without any subtitles in the ad break of the Opening Ceremony of the 2016 Paralympic Games.

Watched over 1.2 million times on YouTube in the first 27 hours and with an estimated 50m impressions on social media over the campaign period, the adverts struck a chord with the British public by using humour to break down barriers and misconceptions around disability.

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Last reviewed: 21 Sep 2016