Masterfoods' consumer insight showed that the highest consumption of Maltesers occurred while watching TV. MediaCom realised the potential of a communications strategy that encouraged an increase in this behaviour and designed the "Maltesers Telly Moments" campaign specifically around linking Maltesers to the nation's TV viewing habits. The campaign targeted female consumers aged 16-44 during their TV planning and viewing time. With magazines at the heartland of TV planning, it made sense that they become the lynchpin for the campaign.

Masterfoods' consumer insight showed that the highest consumption of Maltesers occurred while watching TV. MediaCom realised the potential of a communications strategy that en couraged an increase in this behaviour and designed the "Maltesers Telly Moments" campaign specifically around linking Maltesers to the nation's TV viewing habits. The campaign targeted female consumers aged 16-44 during their TV planning and viewing time.

The "TV planning" stage of "Maltesers Telly Moments" revolved around the consumer's preparation and build-up to watching TV. TV listing titles and celebrity magazines containing TV listings were used to ensure the target audience was reached most effectively. The campaign included a media first which was developed in conjunction with the Radio Times. "Maltesers Markers" were created for readers to stick and place on the programmes they wished to watch that week, a fun and interactive alternative to the traditional biro or highlighter, and were also crucially "on" brand.

Magazines have formed the vital part of mixed-media campaigns by many high profile brands, including: Sony Ericsson, Rimmel, Golden Wonder, Toyota Yaris, Niquitin and Gillette Venus Divine

Overall, the mixed media campaign had a tangible effect through the brand's "loyalty ladder" of consumers - between Q1 and Q4 of 2004, it contributed to across-the-board increases in consumers' awareness of the brand, their willingness to try the snack, and increased regular and frequent sales. This has fed through to contribute to business effect - the mixed media campaign has helped the brand to climb in confectionary rankings, from the third largest confectionary brand to second place (source: AC Nielsen)