LONDON, UK – Beloved British confectionery brand Maynards Bassetts has returned to the spotlight this summer with a vibrant new evolution of its long running ‘Set the Juice Loose’ campaign, developed in partnership with its global creative agency of record, VCCP. Designed to rekindle the nostalgic joy and playful personality of the brand, the latest iteration is a lively celebration of flavour, imagination and everyday charm.
Following the success of previous award-winning chapters – most notably the whimsical battle between collectible figurines and iconic treats such as Wine Gums and Jelly Babies, this latest installment shifts focus to the household kitchen. Everyday utensils like corkscrews, blenders and juicers are reimagined as unexpected heroes, bursting with personality and brought to life through bold, character-driven visuals.
The out-of-home campaign was produced by Girl&Bear Studios, VCCP’s in-house global content creation arm, and brought to life by the acclaimed photographer Franck Allais. This time, it’s not just the sweets doing the talking objects like ‘Corkscrew’, ‘Juicer’, and ‘Blender’ are “letting the juice loose” in exuberant poster executions that merge character design with playful wear and tear, lending each utensil a distinctly British charm.
Supporting this nationwide OOH activation is an integrated campaign that includes digital and social executions, as well as media partnerships with The Independent and BuzzFeed. Media strategy and placement are led by Publicis Media UK, ensuring high impact visibility across the country during key summer moments.
Amy Lawson, Senior Brand Manager at Mondelez 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.”
David Masterman, ECD at VCCP said: “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.”
Campaign Credits
Campaign Title: Maynards Summer 2025 ‘Set The Juice Loose’
Client: Mondelez
Advertising Agency: VCCP
Chief Creative Officers: 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
Production Company: Girl&Bear Studios
Senior Integrated Creative Producer: Georgina Ehmcke
Assistant ArtLab Manager: Nick Norman
Editor: Brad Baraud
Post-Production: Girl&Bear
Post Producer: Noah Thompson
Audio Post-Production: Girl&Bear
Sound Engineer: Emily Vizard
Photographer: Franck Allais
CGI Artist: David McLeod (B&A Reps)
Retouching: Stanley’s Post – Sam Redwood & Joana Saramago
Media Agency: Publicis Media UK
