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British confectionery brand Maltesers partnered with Channel 4 to create a comedy short that highlights the need for support in early motherhood.

Dec 01 2021

British confectionery brand Maltesers partnered with Channel 4 to create a comedy short that highlights the need for support in early motherhood. Featuring some of the U.K.’s leading female comedians, the one-off short, titled Late Night Feed, is part of the brand’s wider #LoveBeatsLikes campaign, which encourages the support networks around new moms to go beyond social media likes. Late Night Feed will launch on social media first and will live across Channel 4’s YouTube, Facebook, and Instagram channels. An edited version will form an ad that will air across the broadcaster’s network. YPulse’s Millennial parenting research found that 88% of Millennial parents like when people are honest about how hard it is to be a parent, and brands (and influencers) that have opted for realistic depictions have won favor among young Europeans with kids. (Adobo Magazine)