Maynards Bassetts Sweet Art Gallery

IDEA

From minty refreshment to the fruity taste of your childhood – there is a Maynards Bassetts sweet that everyone loves. The challenge, however, was that not everyone was aware of the vast sweet offering from this British brand. We launched the UK’s first Sweet Art Gallery in Berwick Street Soho, London. A unique pop-up, the Sweet Art Gallery hit the sweet spot with art and candy lovers alike who were able to immerse themselves and enjoy their favourite Maynards Bassetts all under one roof.

The Sweet Art Gallery exhibited an array of artworks inspired by and made using the nation’s favourite Maynards Bassetts sweets, including Leonard DaVinci’s Mona Lisa which was recreated using Liquorice Allsorts and the London Underground map reimagined using a range of Maynards Bassetts sweet treats. 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 naturally they could sample the sweets too.

RESULTS

Overall we achieved over 160 pieces of media coverage, including coverage in The Sun, Time Out London and Evening Standard and over 70 social media posts. All coverage was positive in tone and messaging – delivering the message that playing with the sweets and experience reawakened your inner child.

Over the two event days; there were 2,546 Instagram photo posts of the branded sweet creations with the hashtag #sweetart & #sweetart gallery – featuring the sweets as the stars of the show.

And best of all, sales of lead Maynards sweet lines in London stores around the event was up by 11% against average.

 

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