Bringing Sweet Art to Soho

Have you ever gazed in awe at the Mona Lisa and thought “Not a bad painting, but it would be better if it was made out of liquorice Allsorts” If so, you’d be pleased to hear Maynards Bassetts have done exactly that.

Maynards Bassetts come in a huge range of shapes, sizes, textures and colours making them one of the few things in life that are consistently exciting no matter how old you may be. We wanted to showcase the delicious range and celebrate the beauty of sweets in a fun and adult friendly way.

To do so, we launched the UK’s first ‘Sweet Art’ Gallery in the heart of London’s Soho where we brought timeless treats and timeless art together. Inspired by some of the world’s most famous pieces of art, we used the full range of Maynards Bassetts to bring the sweets to life.

From the Mona Lisa to Keith Haring’s Dancing man, pieces of art were quickly sweetened up to form a gallery so good you could eat it. Visitors were also invited to channel the artist within as they got the chance to create their own works of art using the Maynards Bassetts sweets.

And of course, a sweet art gallery wouldn’t be any fun if you couldn’t take home a big bag of your favourite sweets. So naturally, there was a free floor to ceiling pick-a-mix wall filled with the full range.

After a hugely successful preview event for media we opened our doors to consumers for two days. The booked out event took in over 800 fans and 60 media. Overall we achieved over 160 pieces of coverage and  social media posts including; The Sun, London Evening Standard, Time Out and Heart fm.