Brand partner for talent show

Maltesers has announced that it will be Britain’s Got Talent’s executive confectionery partner for 2014. The partnership aims to transform family time by uniting the popular Bitesize brand with the UK’s top TV show.

Maltesers will launch a limited edition flash-marked bag featuring an exclusive promotion giving consumers the chance to win a range of 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, says: “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.”