Maynards Bassetts juices up OOH ads with utensil-inspired characters

Maynards Bassetts has returned with a new chapter of its Set the Juice Loose campaign, developed with global creative agency VCCP.

This latest out-of-home push continues the playful storytelling that has made the campaign a standout in the UK, reimagining everyday kitchen utensils as the new stars of the brand’s whimsical world.

The campaign targets nostalgic confectionery fans and a younger 35 to 55 audience by blending familiar household objects with bold creative visuals. The goal is to reinforce the joyful personality of Maynards Bassetts while keeping the brand top of mind among sweet lovers.

Produced by VCCP’s content studio Girl&Bear and shot by photographer Franck Allais, the visuals feature utensils like Corkscrew, Juicer, and Blender—each with characterful wear and exaggerated personality. The creative builds on the success of earlier iterations that featured collectible figurines clashing with Wine Gums and Jelly Babies. Previous campaigns have earned recognition at Campaign Big and Creative Circle, and were named best outdoor campaign by Campaign in 2023.

Amy Lawson, Senior Brand Manager, Mondelez: "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."

The nationwide outdoor campaign will appear in high-reach locations across the UK and is supported by social content and partnerships with The Independent and BuzzFeed. Media planning is led by Publicis Media UK, aiming to maximise impact and drive brand engagement through playful creative that brings the juice to life—one utensil at a time.