The #Marvellousormadness social media campaign will run for eight weeks from 1 April.
It will invites consumers from the UK to share the “weird and wonderful” ways in which they enjoy eating their mallows in return for prizes.
The supplier has launched the campaign as the mallows category has grown in convenience by 22.3% in the past year to be worth £24.4m.
Holly Drescher, junior brand manager at Swizzels, said: “Mallows continue to grow in popularity. They are the ideal product for on-the-go eating, sharing occasions and home baking. The creative opportunities for Marvellous Mallows are year-round: toasting by summer camp fires, making s’mores, topping on hot chocolate on Bonfire Night or creating something yummy with the kids during half term.”
Drescher added: “We’re pleased to be able to maintain the important £1 price point despite competitors moving higher. We want to continue offering a great-tasting product at a great price.”