Mars Chocolate UK won the coveted ‘Campaign of the Year’ title at last night’s prestigious Food and Drink Federation (FDF) Awards for the latest instalment of the Maltesers ‘Look on the Light Side’ campaign. The ceremony at London’s The Brewery celebrated the leading businesses and people in the food and drink industry.
FDF’s expert panel of judges commended Mars Chocolate UK for three adverts that prominently featured the lighter side of living with disability, describing the campaign as “very brave” and “truly ground-breaking”. Judges were also impressed that Mars Chocolate UK had partnered 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 Chocolate UK’s 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.
The headline sponsor of the FDF awards was Santander UK, a financial services provider in the UK that offers a wide range of personal and commercial financial products and services. It has brought real competition to the UK, through its innovative products for retail customers and relationship banking model for UK SMEs.
FDF’s Director General, Ian Wright, said:
“Mars Chocolate UK is a worthy winner of the ‘Campaign of the Year’ award. The ‘Look on the Light Side’ campaign is both creative and truly pioneering, recognising how import it is for all members of society to be represented in television advertising.
“It’s fantastic to note that Mars Chocolate UK are committed to championing the case for more diverse and inclusive advertising in the wider industry and recognise their responsibility to reflecting diversity in the media.”
Case studies of each of the winners are accessible here
The 2018 FDF Awards will launch in November 2017. For more information on the FDF Awards visit their site