New Maynards Bassetts campaign: Set the Juice Loose - posters, UK

After the successful launch of last summer's 'I Spy Maynards' campaign, Maynards Bassetts, in collaboration with VCCP London, their agency of record, is back with an exciting out-of-home (OOH) campaign to remind the nation of the irresistibly juicy flavors of Maynards Bassetts' Wine Gums and Jelly Babies.

Building on the popular brand campaign 'Set the juice loose', VCCP London has infused it with a modern twist to captivate a new audience while still evoking nostalgic feelings among loyal fans. The campaign primarily targets lapsed fans, aiming to reignite their love for the cherished sweet brand, Maynards Bassetts.

The latest campaign cements Maynards Bassetts as the brand that embraces OOH advertising. The eye-catching posters showcase delectable Wine Gums and Jelly Babies under "attack" by charming collectible figurines. These whimsical battle scenes are a clever representation of the figurines' desperate efforts to unleash the delicious juice contained within the sweets, all while adding a smile to onlookers' faces.

The playful images were brought to life through the creative process of designing and 3D printing the characters, hand-painting them, aging them to perfection, and finally capturing the shots in collaboration with photographer Franck Allais.

To ensure the campaign's widespread visibility and encourage conversations, the posters will be strategically placed in impactful and high-traffic locations. The media strategy, executed by Publicis Media, will utilize CACI data to target consumers in areas with high Candy category sales.

Amy Lawson, Senior Brand Manager at Mondelēz International, expressed her excitement about adding a joyful twist to the 'Set the Juice Loose' campaign this year, putting the delectable taste of their sweets at the heart of the creative, aiming to bring smiles to all who come across it.

David Masterman, Deputy Executive Creative Director at VCCP London, noted the simplicity and joy of creating these posters, providing a refreshing contrast to the complexities of our world.

The 'Set the Juice Loose' campaign is live in the UK from today until 13th August, and its media strategy and buying have been expertly managed by Publicis Media.

Campaign Title: Set the Juice Loose

Client: Maynards Bassetts

Advertising Agency: Vccp

Deputy Executive Creative Director: David Masterman

Associate Creative Director: Daniel Glover-james

Associate Creative Director: Elias Torres

Head of Art: Ali Augur

Model Makers: Ben Millar and Christopher Peacey

Managing Partner: Matt Smith

Senior Account Director: Izi Hutchinson

Account Executive: Lily Hubbard

Global Planning Director: Ollie Latham

Planner: Priscilla Britton

Agency Senior Integrated Creative Producer: Diana Turchi

Agency Junior Integrated Creative Producer: Emily Dunn

Media Buying Agency: Publicis Media

Production Company: Girl&bear

Photographer: Franck Allais

Photo Assistant: Oliver Clyde

Digi Op: Nathan Perkins

Green Steward: Bongani Munatsi

Cgi Artist: David Mcleod

Cgi Agent: Bernstein & Andruli

Retouchers: Peter Stedman and Alex Stout at Stanley’s Post

Designer: Rohit Sharma

Artworkers: James Perry, Adam Cook