Mars aims to enhance community connections with major US campaign

An innovative countrywide campaign is being launched by Mars, as it seeks to celebrate its manufacturing heritage within the US, including within its key confectionery division, writes Neill Barston.

The ‘Mars is Closer than you think’ drive aims to champion some of its core sites that are considered the ‘engine room’ of the business in delivering its products across the board.

Its latest drive aims to shine a spotlight on its activities across its portfolio spanning 40 brands, from its candy production, through to pet food and Ben’s Original rice production.

As the company noted, its latest series of community engagements aims to celebrate the 70,000 company employees working across 38 factories, and 16 regional offices, amid a recently confirmed major $2 billion investment plan for the company’s manufacturing.

The campaign aims to highlight some of its core local communities, kicking off in five locations including Topeka, KS, which is the home of the Mars Halloween Headquarters since 2014.

It will also include Salt Lake City, UT – home to the company’s newest factory: a $240M Nature’s Bakery facility, as well as Dayton, OH – eext-door to Lewisburg, where earlier this year the company opened its largest Royal Canin dry pet food facility globally.

The campaign also calls in on Greater Nashville, TN – where Mars North American Pet Nutrition division is headquartered; and last but not least,  Greater Washington, D.C – the home of Mars global headquarters in McLean, VA.

As the company noted, while its products reach millions in the US and wider world, many consumers don’t necessarily realise the regional supply chains that are vital to manufacturing. Moreover, as the business noted, at its heart, the campaign celebrates the people, pets, places, and products that make Mars a vital part of American life.

In these cities, consumers will see our story unfold through out-of-home (OOH) and print advertisements celebrating our local presence.

Furthermore, the company confirmed that the initiative will also include national social-first videos about Mars and its impact on American manufacturing, farming and supporting pets in the United States, alongside exclusive digital media partnerships, highlighting our positive impact in markets across the country.

“The U.S. market is not only a cornerstone of Mars growth; it embodies our commitment to innovation and quality. Across the country, we are dedicated to supporting communities where we operate, always driving forward our mission to use our incredible consumer brands to help create a better world for people, pets, and the planet,” says Anton Vincent, President, Mars Wrigley North America and Global Ice Cream – a division of Mars, Incorporated.

As the company noted, some $6billion has been spent in the past five years on its manufacturing in the US, with  94% of Mars products sold in the U.S being made within the region.