This was not just a communications brief for the agency, but a brief to find an ethical idea that would genuinely revitalise the brand. An idea with severe restrictions, namely that the source of production, the production process, packaging and distribution could not change.

In 2014, the BBC’s news services reached 265 million people per week around the world, but their ambition is for the BBC overall to reach 500 million. BBC Worldwide were set with the challenge of leveraging their huge portfolio of non-news genres to help achieve this.

Maltesers, the chocolate balls with a light honeycomb centre, hold a unique place in British hearts.