Marking a decade of impact and more than A$1mn raised for charity, Flavorite’s Maddie’s Month campaign continues engaging consumers and driving donation-lined sales
The Maddie’s Month campaign, a finalist for the 2026 Marketer of the Year Award (MOYA), is close to the heart of the Flavorite team.
Established following the diagnosis of Flavorite founder Mark Millis and Maddie Riewoldt with similar Bone Marrow Failure Syndromes, it raises money for Maddie Riewoldt’s Vision (MRV), a charity dedicated to improving outcomes and support for patients and families, and ultimately finding a cure for these life-threatening conditions. While Mark Millis and Maddie Riewoldt have passed, their legacy lives on through these efforts.
In 2025 the ten-year milestone of Maddie’s Month became a major focus of the campaign, celebrating A$1mn raised for MRV. The sale of each Maddie’s Month-branded product raised money for the charity and Flavorite’s marketing and communications manager Tom Millis says the anniversary provided an opportunity to strengthen storytelling around the campaign and get more consumers behind the cause.
“The anniversary gave us a strong media and PR hook, helping elevate awareness nationally and we also reinforced the simplicity of the campaign, where customers could support the cause simply by purchasing specially marked Flavorite products at Coles,” explains Tom Millis.
An important factor in enhancing the reach of the campaign was the choice to partner with key ambassadors including MasterChef judge, Andy Allen and leverage the support of Coles celebrity chef Michael Weldon and AFL great Nick Riewoldt, brother of Maddie Riewoldt and board member of MRV.
“Andy’s support truly reinforced the authenticity and purpose-first nature of the campaign. Nick Riewoldt and Michael Weldon’s involvement also helped secure premium national media opportunities and increased social media engagement,” says Tom Millis.
“In addition to our ambassadors, the campaign utilised an integrated marketing approach, including national retail activation across more than 860 Coles stores. PR and earned media were also used to extend awareness beyond retail.”
The result was the most successful Maddie’s Month campaign yet. The 2025 fundraising target of A$100,000 for MRV was reached and Flavorite also saw a 10 per cent year-on-year increase in product sales in Coles during the campaign period.
“Beyond this, the campaign secured 99 earned media stories across print, online, TV and radio, increasing media reach from 1.4mn in 2024 to 41.7mn in 2025,” shares Tom Millis.
“For us, seeing customers, partners and the wider community rally behind the cause and campaign to make a real difference was our biggest achievement.”
Maddie’s Month is more than just a seasonal campaign for Flavorite, it’s become a long-term purpose platform that directs vital support to patients and families affected by Bone Marrow Failure Syndromes.
“Funds raised have helped support critical research and patient support initiatives, including the Australian Marrow Failure Biobank, a research fellowship at the Peter MacCallum Cancer Centre, and the Fiona Riewoldt Nursing and Allied Health Fellowship. Continuing Mark and Maddie’s legacy by creating meaningful impact for patients and families remains at the heart of everything we do through Maddie’s Month,” says Tom Millis.
“The continued growth in awareness, participation and support over ten years highlights the power of authentic, purpose-led partnerships and we’re already looking forward to running Maddie’s Month again in 2026.”
Flavorite Group: Maddie’s Month Campaign is one of the finalists for the 2026 Marketer of the Year Award. The campaign will be presented at the MOYA Showcase held at Hort Connections on Wednesday 3 June from 13:50–14:10 at the Blue Stream Trade Show Speaker Sessions.
