Maynards Bassetts will return to television advertising this spring for its “largest TV campaign in 20 years”.
Launching next week and running until November, the quirky TV campaign will help drive awareness of Maynards Bassetts and help to celebrate the launch of the new masterbrand, which includes some of the UK’s most well-known confectionery brands. FoodBev first reported that the two companies were joining forces to create a new “adult candy” brand back in January.
The campaign features brands such as Jelly Babies and Wine Gums, and is based on the idea that each Maynard Bassetts sweet is a little moment of fun and an escape from everyday life. Each range will have its own 20-second “intermission” that reflects the experience of eating a specific sweet: there are creatives showing tiny figures bouncing up and down on Jelly Babies, puppets banging away on Wine Gum drums, and sheep participating in a chewing competition for Jelly Berties Mix.
The campaign is part of a £4 million investment from Maynards Bassetts.
Katie Bashford, senior brand manager of joyful candy for Mondelēz International, said: “We are excited to launch this TV campaign shortly after Maynards and Bassetts have come together to become the number one adult candy brand. We have teamed up with creative agency Weiden + Kennedy and production house Blink, whose teams challenged all of their creatives to come up with a set of ‘tasty intermissions’ we believe we have a brilliant end result that will bring these well-loved British brands to the forefront of customers’ minds.”
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