Mondelez-owned Maynards Bassetts has launched a nationwide campaign through its agency of record, VCCP London to promote its flagship wine gum and jelly baby products.
The sweet firm, formed in 2016 when Mondelez merged the historic Maynards and Bassett’s brands, has launched its ‘I spy Maynards’ campaign in a bid to drive customer engagement this summer.
Launched yesterday (7 August), the campaign will be rolled across out-of-home, radio, pay-per-click, activations and social media platforms Twitter and Facebook.
The main creative will involve giant inflatable Maynards Bassetts sweets hidden up and down the country, as the firm invites road-trippers to engage in a larger-than-life games of ‘I Spy’.
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“Our goal for this summer was to continue evolving our Set the Juice Loose campaign by adding an activation element to it,” Maynards Bassetts brand manager, Anna Ulrich said.
“We are engaging with our consumers by inviting them to take part in a popular car game, i-spy. Whether you are going on a road trip with your family or a shorter journey, Maynards Bassetts sweets are the perfect travel companion so we wanted to celebrate this perfect pairing.”
VCCP London executive creative director, David Masterman added: “Journeys have always been better with a bag of Maynards Bassetts sweets, and we’re just simply reminding people of that fact with a bunch of twenty foot high Jelly Babies and some Wine Gums the size of trucks.”
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