No automotive journey is ever full with no bag of sweets stashed away within the glove compartment. With the nice British Summer time highway journey forward of us, Maynards Bassetts and company of report, VCCP London immediately are inviting the nation to play a bigger than life recreation of i-spy, as big inflatable sweets are hidden up and down the nation.
‘I spy Maynards’ is the newest marketing campaign from Maynards Bassetts and is designed to focus on that Wine Gums and Jelly Infants are the right journey companions for summer season highway journeys. To rejoice, Maynards Bassetts have turned the inventive juices up and have hidden big inflatable 20ft Maynards Bassetts Jelly Infants (Sensible and Bubbles) and Spherical Sherry and Port Wine Gums alongside Britain’s roadside for everybody to seek out within the large recreation of #ispymaynards.
To drive intrigue and encourage Brits to search out the enormous sweets, the marketing campaign might be supported by vibrant and playful OOH billboards throughout the nation. Additionally rolling out throughout Absolute Radio in a deal brokered by Bauer Media and The Story Lab, an on-air activation working till the fifth August will encourage households to maintain their eyes peeled for large sweets as they set off on their annual staycations. Operating all through the primary week of the college holidays, Absolute Radio’s breakfast present hosts Dave Berry and Matt Dyson performed a recreation of i-spy dwell on air providing the viewers an opportunity to win massive with Maynards Bassetts. Moreover, spotlights throughout the Absolute Radio Community direct the viewers to a devoted #ispymaynards web page the place they’ll both guess a location primarily based on a collection of clues or element the place they’ve spied the enormous sweets in actual life to be in with the possibility to win.
To additional drive consciousness and spark conversations, impactful and excessive attain codecs will go dwell throughout Maynards Bassetts owned Twitter and Fb channels to point out the enormous Wine Gums and Jelly Infants hidden close to iconic roadside landmarks or throughout the countryside.
Because the staple of each household getaway, Maynards Bassetts jellies are the unique icon of the jelly candy class and the marketing campaign locations Maynards Bassetts in a second the place sweets exist already – the Nice Highway Journey.
Anna Ulrich, Model Supervisor at Maynards Bassetts mentioned: “Our aim for this summer season was to proceed evolving our Set the Juice Free marketing campaign by including an activation component to it. We’re participating with our customers by inviting them to participate in a preferred automotive recreation, i-spy. Whether or not you’re going on a highway journey with your loved ones or a shorter journey, Maynards Bassetts sweets are the right journey companion so we needed to rejoice this excellent pairing.
David Masterman, government inventive director at VCCP London added: “Journeys have all the time been higher with a bag of Maynards Bassetts sweets, and we’re simply merely reminding individuals of that reality with a bunch of twenty foot excessive Jelly Infants and a few Wine Gums the scale of vehicles.”
Jonathon Kriening, media planning supervisor at Carat London added: “We needed to carry this marketing campaign to life via an built-in media ecosystem that may ship a twin goal of constructing anticipation via consideration grabbing & standout codecs, and entice individuals to participate within the competitors for his or her likelihood to win.”
‘I-spy Maynards’ is dwell from immediately within the UK till seventh August and can roll out throughout OOH, radio, PPC, an activation and throughout social media together with Twitter and Fb. A client PR marketing campaign might be run by Good Relations. The media technique and shopping for was realised by Carat, whereas The Story Lab deliberate and developed the Radio partnership in collaboration with Bauer Media.
Marketing campaign credit
CAMPAIGN TITLE: I spy Maynards
BRAND: MAYNARDS BASSETTS
BRAND MANAGER: Anna Ulrich
SENIOR BRAND MANAGER: Katrina Davison
ADVERTISING AGENCY: VCCP
EXECUTIVE CREATIVE DIRECTOR: David Masterman
ASSOCIATE CREATIVE DIRECTOR: Pete Bastiman
ASSOCIATE CREATIVE DIRECTOR: David Aylesbury
MANAGING PARTNER: Matt Smith
ACCOUNT DIRECTOR: Izi Hutchinson
ACCOUNT MANAGER: Nathan Hassan
GROUP PLANNING DIRECTOR: Ollie Latham
JUNIOR PLANNER: Priscilla Britton
AGENCY INTEGRATED CREATIVE PRODUCER: Doris Tydeman, Mish Dent, Sophie Fletcher and Emma
MEDIA STRATEGY & BUYING AGENCY: Carat
CLIENT DIRECTOR: Alexander Mishutin
ASSOCIATE DIRECTOR: Valeria Danese
MEDIA PLANNING MANAGER: Jonathan Kriening
MEDIA ACCOUNT EXECUTIVE: Joe Kelly
PRODUCTION COMPANY: Woman&Bear, Megainflatables
PR AGENCY: Good Relations