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Maynards Bassetts: Set the Juice Loose by VCCP

Agency: VCCP
Date: Sep 2020
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From Dr Who to dancing Scotsmen, and from the Beatles to Basil Brush, Wine Gums and Jelly Babies have earned their fair share of famous fans and famous advertising over the last century. So, when tasked with breathing new life into one of the nation’s favourite brands, creative agency VCCP chose to look to the juicy history of Maynards Bassetts for inspiration.

In an increasingly competitive candy category, the task for Maynards Bassetts was to reassert the brand as a leader, and remind the nation of the brand’s heritage of bringing high quality, delicious sweets to market for over one hundred years.

What better way to do this than bringing back one of the catchiest lines in British advertising? From the 7 September, across outdoor and digital, Maynards Bassetts will be asking the nation to ‘Set the Juice Loose’ once more.

Maynards Bassetts will be showcasing the barely containable, mouth-wateringly juicy qualities of some of its most popular sweets across a dozen creative executions.


Agency: VCCP

Executive Creative Director: Darren Bailes

Creative Director: David Masterman

Creatives: Dan Glover-James, Elias Torres, Steven Yeates, Adam Taylor-Smith

Joint Head of Planning: Nicky Vita

Planning Director: Ollie Latham

Business Director: Matt Smith

Account Director: Anna Fotheringham

Account Manager: Matt Reed

Integrated Project Director: Jon Dewart

Senior Producer: Doris Tydeman

CGI Artist: David Mcleod, Bernstein & Andruiili

SFX: Strings & Tins

Mondelēz: Elise Burditt (Associate Director) and Anna Ulrich (Brand Manager)

Media Agency: Carat

Client Director: Alice Millar-Durrant

Client Account Director: Patrick Gorman

Planning Manager: Jonathan Kriening

Account Executive: Hugo Cadman

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