Maynards Bassetts squeezes out new Set the Juice Loose

Maynards Bassetts, the Mondelez-owned company behind classic confectionary brands Wine Gums, Jelly Babies and Liquorice Allsorts is launching a new instalment of its “Set the Juice Loose” out of home campaign, turning everyday kitchen utensils into the unexpected stars of the show.

First launched in the 1990s, the strapline was reprised by VCCP in 2020, when the brand returned to advertising following a four-year hiatus.

For its first work, the agency launched a dozen creative executions to highlight that Maynards Bassetts’ products are so full of flavour they are about to burst out of their advertising.

Then, in 2022 the activity depicted Wine Gums and Jelly Babies under attack from a series of collectible figurines “desperate to release the juice”.

This time round, ‘Corkscrew’, ‘Juicer’ and ‘Blender’ are the objects letting the juice loose, brought to life in a series of playful posters, featuring kitchen utensils with character and just the right amount of wear.

Once again devised by VCCP, the activity is designed to rekindle the UK’s love of Maynards Bassetts and targets both long-time fans and slightly younger 35-55 audience.

The campaign was produced by VCCP’s global content creation studio Girl&Bear Studios, who commissioned photographer Franck Allais.

The nationwide out-of-home campaign is supported by social and a content partnership with The Independent and BuzzFeed.

To drive awareness and conversation, the posters will be placed in impactful and high-reach locations, all led by Publicis Media UK.

Mondelez senior brand manager Amy Lawson said: “We are thrilled to share our latest evolution of ‘Set the Juice Loose’. With this campaign we are tapping into the playful, juicy nature of our products in a way that highlights our taste appeal and puts our delicious sweets front of mind in the moments that matter.”

VCCP executive creative director David Masterman added: “The explosion of juice that happens in your mind when you see a Jelly Baby or a Wine Gum in these predicaments is juicier, and far more mouthwatering, than we could ever shoot.”