The campaign, created by Fallon, breaks tomorrow (July 16) and will run across TV, outdoor, digital outdoor and PR activity that will see the Moose will overtake commuter hotspots in the UK for one-day through a series of digital advert takeovers.
The TV advert will be aired for five weeks, featuring an unbranded five-second teaser ad and two 30 second adverts, in which Maynard the moose will ambush people using hypnosis techniques to ensure they give into their chewing urges.
In addition to the new campaign, Maynards is also launching limited edition Maynards Fruit Duos on 19 July, with six new combination flavours adding to the brand’s portfolio.
Jodie Bates, senior brand manager for Maynards, says: “We are pleased to introduce Maynard the Moose properly after his brief cameo in the Hootsman commercial almost 20 years ago and with Maynard encouraging the nation to chew throughout the campaign, we really feel the brand can reinforce its position as the best selling sweet in the UK.”
Maynards is owned by Cadbury, which was taken over by Kraft in February. Previous ads have used sraplines such as “Set the juice loose” to promote its candy range.