Maynards introduces Maynard the Moose

Maynards, most famous for wine gums, is set to to launch a £2m ad campaign tomorrow (17 July) across TV, outdoor, digital and PR to introduce Maynard the Moose.

Maynards will overtake commuter hotspots in the UK from today through a series of digital ad take-overs prior a series of television ads starting on ITV, which will then run for for five weeks.

The national campaign, created by Fallon with media by PHD, will run in train stations including Euston, Kings Cross, Liverpool Street, Manchester Piccadily and Birmingham New Street.

There will also be outdoor activity at London Underground stations.

The television work will follow and will incorporate a five-second teaser ad and two 30-second ads, in which Maynard the Moose hypnotises people 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, said: "We are pleased to introduce Maynard the Moose properly after his brief cameo in the Hoots man 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."