Growing Yes To Fresh

UK Social & Brand Campaign Agency

TV, VOD & YouTube
Full Service Social
Experiential and Sampling
National Campaign
Amazon Brand Store
Digital Display & Web

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The Challenge

As Mentos UK’s go-to activation agency, our role is to keep the brand top of mind and achieve standout in a hyper-competitive category, as well as cementing Mentos as the go-to brand for freshness and flavour. Yes To Fresh was already a strong campaign, but our challenge was to grow it, keep it relevant, and make sure it performed across every channel, year after year.

The Journey

TV First
The campaign launched with TV: bold, playful, full of flavour. That set the tone for Yes To Fresh as a brand world that could flex and evolve.

OOH Every Year
We made sure Mentos stayed visible beyond the screen, taking Mentos and Yes To Fresh out into the streets with vibrant, unmissable OOH. Each year, new executions keep the brand feeling fresh in high impact environments.

Social at the Core
This is where the magic really happens. From playful TikToks to scroll stopping Instagram content, we’ve kept Yes To Fresh buzzing online, sparking multiple viral moments and over 17 million views in 2025 so far.

Product Stories
In 2025, we brought the spotlight to new formats with bold creative for Sharing Bags and the 14-Flavour Discovery Roll, proving the platform can flex to celebrate product innovation too.

The results

The Impact

What started as a TV ad has grown into a fully integrated, enduring brand platform. Yes To Fresh is now more than a campaign, it’s how Mentos shows up in culture, year after year. By keeping it bold, playful, and everywhere consumers are, we’ve helped Mentos turn freshness into something people don’t just buy, they share, post, and talk about.

Why It Works

Because we’ve kept it fresh (literally). Every channel builds on the last: TV leads to OOH, OOH feeds into social, and social takes it viral. Year after year, we’ve helped Mentos own “fresh” in ways that feel playful, bold, and impossible to miss.

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