Mondelez International is celebrating the launch of its new Maynards Bassetts masterbrand with a new TV campaign, as part of a £4m investment.

Featuring Wine Gums, Jelly Babies and Bertie’s Jelly Mix, each sweet will have its own 20-second ‘intermission’ that reflects the experience of eating that 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; and A Chewy Intermission for Berties Mix features a sheep participating in a Chewing World Championship Final.

The campaign will run during a number of primetime shows, such as Coronation Street and Emmerdale. It will also be supported by in-store activity.