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  3. Nestlé Collect “10 Years, 10 Acts of Kindness” Campaign

Nestlé Collect “10 Years, 10 Acts of Kindness” Campaign

A woman and a boy sit together, holding cups, with text promoting a "Kindness Hero" initiative for winning surprises.
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Nestlé Malta is proud to celebrate the 10th anniversary of Nestlé Collect, the company’s consumer loyalty program that has connected thousands of families with their favourite Nestlé brands over the past decade. To mark this milestone, Nestlé is launching a special 10 month-long initiative: “10 Years, 10 Acts of Kindness.”

The campaign reframes the Nestlé Collect program’s 10 year anniversary not simply as a celebration, but as an opportunity to be a force for good in the community. Throughout 2026, consumers will be invited to participate in monthly kindness challenges, each inspired by a Nestlé brand or category. These simple acts aim to spark positivity while strengthening emotional connections with Maltese households.

A Year Dedicated to Kindness

Beginning 1 February 2026, the campaign will roll out across Facebook, Instagram, and YouTube, supported by a strong media plan that includes a brand new hero video and ten monthly challenge videos. Consumers who participate by sharing their acts of kindness on their Facebook page will enter monthly competitions, with winners announced on the second Friday of each following month.

To further amplify the spirit of giving, Nestlé will complement every monthly challenge with a donation to the Foodbank Lifeline Foundation, reinforcing its long-standing commitment to supporting vulnerable families in Malta.

Red poster celebrating Nestlé Collect's 10th anniversary with large white text stating "10 YEAR Anniversary!"

The full campaign can be explored on the dedicated anniversary page.

Community Support at the Nestlé Consumer Centre

The Nestlé Consumer Centre (NCC) in Lija has been specially decorated to mark the 10 year celebration and will host special activations throughout the year. A permanent Foodbank donation box has also been installed at the NCC, encouraging visitors to donate longlife, nonperishable food items at any time during opening hours.

“Celebrating 10 years of Nestlé Collect is a proud moment for us,” said Anita Olton, Corporate Communications & Project Management Officer at Nestlé Malta. “This campaign transforms a milestone into a meaningful commitment. By encouraging everyday acts of kindness, and by supporting the Foodbank Lifeline Foundation throughout the year, we hope to make a tangible difference in our community. Together, we can turn loyalty into kindness, and kindness into impact.”

For more information about the campaign or to take part in the monthly challenges, visit the anniversary page.