Maynards brings back Moose in £2m ad push

Maynards, the sweets manufacturer behind Wine Gums, is launching a £2m integrated ad campaign, fronted by Maynard the Moose, a brand icon that first appeared 20 years ago.

Maynards' campaign
Maynards’ campaign

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here