Mini Babybel®, the No. 1 cheese snack format, is supporting major UK charity Comic Relief for the 20th year running.
The charity partnership will see Mini Babybel® raising money for Comic Relief through the release of limited-edition packs, with a 5p donation made to Comic Relief’s Red Nose Day for every promotional pack. Each promotional pack includes individually wrapped Mini Babybel® complete with fun dares featured on the wrappers.
Blockbuster within lunchbox cheese, Mini Babybel® has been driving category growth throughout 2018 vs. last year and this latest activity offers an easy and family friendly way to raise money for Comic Relief.
The limited-edition packaging encourages consumers to share their dare on Instagram, Facebook or Twitter, using the dedicated hashtag #BabybelDares, with Mini Babybel® donating a further £1 to Comic Relief for each dare shared on social media, with the donation amount capped at a number agreed between Babybel and Comic Relief.
Accompanied by supporting marketing activity, including fun-filled influencer collaborations with famous faces such as Spencer Matthews and Vogue Williams, the charity partnership cements the brand’s position as a long-term partner to the charity.
Célina Leroyer, Brand Manager at Bel UK, says; “Mini Babybel® is already a beacon brand that’s enjoyed in 43% of all family households in the UK; the ongoing support of Comic Relief, which has continued for 20 years now, highlights Bel UK’s commitment to delivering positive brand perception and perfectly fits with Mini Babybel®’s position as a fun filled snack.”
Limited edition Red Nose Day Mini Babybel® packs are available in all major supermarkets and convenience stores nationwide from the second week of February 2019, until stocks last.