Maynards Bassetts and VCCP launch a vibrant summer OOH campaign, ‘Set the Juice Loose’, turning kitchen utensils into playful stars across the UK.

‘Set the Juice Loose’ Returns

Maynards Bassetts and its global creative agency of record VCCP have returned with a new, vibrant chapter of the beloved ‘Set the Juice Loose’ out-of-home (OOH) campaign. Building on the award-winning legacy—where collectible figurines previously battled delicious Wine Gums and Jelly Babies—this summer’s evolution is designed to reignite the UK’s love for the brand. The campaign celebrates the juicy, playful essence of Maynards Bassetts with a fresh, nostalgic twist.

Kitchen Utensils Steal the Show

This year’s activation transforms everyday kitchen tools into the unexpected heroes of the campaign. Characters like ‘Corkscrew’, ‘Juicer’, and ‘Blender’ come to life in a series of bold posters, embodying the burst of flavor and fun that the sweets deliver. Shot by photographer Franck Allais and produced by Girl&Bear Studios, the campaign leans into colorful, character-driven visuals that are instantly memorable.

Nationwide OOH Takeover and Social Buzz

The playful visuals are rolling out nationwide in high-impact OOH locations to maximize reach and brand visibility, supported by social media activations and content partnerships with The Independent and BuzzFeed. Publicis Media UK is leading the media placement strategy to ensure the campaign pops in busy urban settings this summer.

Playful Storytelling to Engage a 35–55 Audience

The campaign targets both loyal fans and a slightly younger 35–55 audience, blending nostalgia with a modern, humorous twist. According to Amy Lawson, Senior Brand Manager at Mondelez: “We are thrilled to share our latest evolution of ‘Set the Juice Loose’. With this campaign, we tap into the playful, juicy nature of our products in a way that highlights their taste appeal and keeps them front of mind in the moments that matter.”

A Juicy Explosion of Imagination

VCCP’s Executive Creative Director David Masterman explains the magic behind the visuals: “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.” This approach keeps the creative fun and evocative, making the OOH campaign a standout of the summer.