DREAMIES

SUPPORTING MENTAL HEALTH WITH PRIDE

Mars is committed to helping create an environment of ‘inclusion for all’.

In 2021 Mars wanted to help raise awareness and show support for the LGBTQ+ community with the ambition of encouraging others to do the same through a nation wide campaign.

CHALLENGE

We were asked to help Mars with their goal to show support and raise awarenss for the LGBTQ+ community. The biggest objective for us was to create a campaign that felt authentic to the LGBTQ+ community. Not a ‘box ticking ‘on-trend’ campaign, but one that was genuine in it’s thought and execution.

BIG IDEA

Based on research and insights, there is compelling evidence linking; the LGBTQ+ community, mental health issues and the companionship of pets. The insights showed that a high number of LGBTQ+ people have a pet, and the possitive impact of pets on their mental health was significant.

The insights were the catalyst for the idea to partner with the LGBT Foundation, who have been running a LGBT+ helpline for 45 years. We used Pride (the biggest LGBTQ+ event of the year) as a way to join the conversation and create a campaign with the highest possible visibility and impact.

We encouraged Mars towards a single brand approach. DREAMIES™ was the best fit due to their great brand appeal across a wide demographic. The playful and vibrant nature of the branding also gave us a strong vehicle for the message and complimented the iconic ‘rainbow’ that was at the centre of the campaign look and feel.

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RESULTS

We produced; internal engagement, a suite of in-store POS, online marketing material, trade engagement and influencer marketing packs.

This resulted in:

46% increase in calls made to the LGBT Foundation helpline during the campaign period.
19.8% uplift in penetration during the campaign.
The highest share for 60g packs in 2021 at 24.1%.
4% volume and 3% values sales uplift during the campaign period.