Maynards Bassetts returns ‘Set The Juice Loose’ campaign

Maynards Bassetts will once more be asking the nation to ‘Set The Juice Loose’ across outdoor and digital.

Mondelēz said the new campaign will help to reassert the brand and remind consumers of Maynards Bassetts’ heritage of bringing high quality, delicious sweets to market for over one hundred years, helping to drive sales for retailers nationwide.

Running until mid-August, the return of the brand campaign will tap into the nostalgia of the iconic sweet brand, with a focus on the ‘juiciness’ of the portfolio. This summer’s advertisements will depict Wine Gums and Jelly Babies under attack from a series of figurines including ‘Jouster’, ‘Archer’, and the ‘Diver’ – that are all desperate to Set The Juice Loose in battle scenes that are meant in jest and to bring a smile.

“We are thrilled to bring a joyful twist to our Set the Juice Loose campaign this year,” Amy Lawson, senior brand manager at Mondelēz International said.

“By putting the delicious taste of our sweets at the heart of the campaign visuals, we hope remind shoppers of the reason why Maynards Bassetts sweets are favourites – their juice!”

Retailers are being advised to ensure they’re well-stocked on Wine Gums and Jelly Babies to take advantage of the increased brand awareness that these playful OOH activations will bring.