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Maynards Bassetts brands show fun and eccentric side in new TV ads

Press release   •   Apr 28, 2016 09:35 BST

Maynards Bassetts will be returning to the screen this Spring for the largest TV campaign in 20 years to celebrate the launch of the new Masterbrand, which includes some of the nation’s favourite candy brands.

Launching on 25th April and running until November, the quirky TV campaign will help drive awareness of Maynards Bassetts. Featuring iconic Maynard Bassetts brands — including Wine Gums the UK’s number one selling candy bag [1], Jelly Babies plus the exciting new innovation from the brand Bertie’s Jelly Mix

Based on the idea that each Maynard Bassetts sweet is a little moment of fun and a delicious pause from the humdrum of everyday life, each candy will have its own 20-second ‘intermission’ that reflects the experience of eating a specific sweet: “A Squidgy Intermission” features tiny figures bouncing off of the surfaces of Jelly Babies; “A Chunky Intermission” stars a playful puppet banging away on Wine Gum drums; ’A chewy intermission’ for the brands innovation, Jelly Berties Mix which features a sheep participating in a Chewing World Championship Final

The campaign is part of a £4million investment for Maynards Bassetts and will feature during a number of primetime shows, such as Coronation Street and Emmerdale. It will also be supported by in-store activity.

Katie Bashford, Senior Brand Manager for Joyful Candy at Mondelēz International, said: “We are excited to launch this TV campaign shortly after Maynards and Bassetts have come together to become the number one adult candy brand [2]. We have teamed up with creative agency Weiden+Kennedy and production house Blink, whose teams challenged all of their creatives to come up with a set of ‘tasty intermissions’ we believe we have a brilliant end result that will bring these well-loved British brands to the forefront of customers’ minds.”

  1. The Nielsen Company, Total Value MAT to w/e 31.10.15
  2. Sugar exc. mints & medicated spend amongst individuals with no children who are over 25 Source: Kantar Worldpanel online w/e. 07.12.14

About Mondelēz International

Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2015 net revenues of approximately $30 billion. Creating delicious moments of joy in 165 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit or follow us on Twitter at