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 Babybell’s position as a fun filled snack.”
Limited edition Red Nose Day Mini Babybell packs are available in all major supermarkets and convenience stores nationwide from the second week of February 2019, until stocks last.