Whimsical ideas for lolly brands are not uncommon. But a sophisticated whimsical idea? That has to stand out. In 2023, VCCP launched Set the Juice Loose for Maynards Bassetts’ jelly babies and wine gums, an OOH series in which collectible toy figurines attacked the lollies. In the second series, everyday kitchen utensils squeeze their juice.
The new campaign targets both long-time fans and a slightly younger 35-55 audience aiming to rekindle love for a brand that has a host of rivals, with posters placed in impactful and high-reach locations across the UK, all led by Publicis Media UK.
The campaign was produced by VCCP’s global content creation studio, Girl&Bear Studios, who commissioned photographer Franck Allais, and is supported by social and a content partnership with The Independent and BuzzFeed.
Amy Lawson, senior brand manager at Maynards Bassetts parent, Mondelez, stated “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.”
David Masterman, ECD at VCCP, 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.”
Where the campaign began:
Credits:
Client: Mondelez [Maynards Bassetts]
Advertising Agency: VCCP
CCOs: Chris Birch & Jonny Parker
Executive Creative Director: David Masterman
Associate Creative Directors: Elias Torres & Dan Glover-James
Business Director: Matt Smith
Senior Account Director: Bella Johnston
Account Executive: Ilyria Remington
Group Planning Director: Gethin James
Senior Planner: Charlotte O’brien
Content Creation Studio: Girl&Bear Studios
Senior Integrated Creative Producer: Georgina Ehmcke
Assistant Artlab Manager: Nick Norman
Editor: Brad Baraud
Post-Production Company: Girl&Bear
Post Producer: Noah Thompson
Audio Post-Production Company: Girl&Bear
Sound Engineer: Emily Vizard
Photographer: Franck Allais
CGI Artist: David Mcleod @ B&A Reps
Retouching: Sam Redwood & Joana Saramago @ Stanley’s Post
Media Agency: Publicis Media UK
