We helped develop a 2021 DREAMIES campaign that brought Mars’ support for LGBTQ+ inclusion into shopper communications through a partnership with LGBT Foundation.
The brief
Mars wanted a campaign with a meaningful connection between its brand and the community it aimed to support. The planning considered the role of pets in people’s lives and how a partnership could give the campaign a clear purpose.
The creative direction
We recommended a single-brand approach using DREAMIES. Its playful character and established visual assets gave the creative a recognisable starting point. A rainbow-led identity connected the product with the Pride occasion, while the LGBT Foundation partnership provided the focus for the wider message.
Reaching different audiences
The campaign needed to work beyond the shelf. We developed materials for shoppers, trade contacts, colleagues and influencers, adapting the presentation to each audience while retaining the same identity.
What we delivered
The work included in-store POS, online marketing assets, trade engagement materials, internal communications and influencer packs. Together, they provided a coordinated set of creative assets through which the brand could communicate the partnership across its campaign touchpoints.
