Maynards Bassetts has launched the latest part of its long-standing ‘Set the Juice Loose’ campaign, which shows its range of wine gums and jelly babies.

The marketing campaign was made in partnership with the global creative agency of record, VCCP, and will appear in out-of-home marketing placements in everyday shopping centre lifts.

The activity is supported by a nationwide OOH campaign which shows bold and vibrant posters, including ‘Corkscrew’, ‘Juicer’ and ‘Blender’.

Maynard’s OOH advertisement showcases kitchen utensils close to jelly babies and wine gums, nearly ‘Setting The Juice Loose’.

This multi-channel marketing activity is set to run across OOH and social in the UK, which launched on 21 August until the end of September.

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As part of the installation, there is a series of bespoke lift executions where the right-hand door features a Wine Gum or Jelly Baby, while the left-hand door showcases a wall of metal spikes.

The lift executions are live in shopping centres across the UK, including Brent Cross, Liverpool, Newcastle, Manchester and Watford.

Alexandra Sweeney-Lui, brand manager at Maynards Bassetts, said: “We’re excited to bring another playful evolution of ‘Set the Juice Loose’ to life this summer.

“The lift executions showcase the character of our Jelly Babies and Wine Gums, creating those moments of tension and anticipation. We hope the campaign will surprise and delight shoppers while putting the delicious, juicy taste of Maynards Bassetts front of mind.”

David Masterman, executive creative director at VCCP, said: “We love putting our Jelly Babies and Wine Gums in precarious situations.

“There’s something joyous about watching the lift doors close and seeing a Jelly Baby inch closer to a wall of spikes. It creates a lovely moment of tension whilst you imagine exactly what’s about to happen.”