Maynards is tickling consumer’s imagination again with a distinctively odd campaign that has transit locations, sidewalks and convenience stores dotted with ads that bring its new Sour Granny Smith candy to life.

The Hive is behind the creative for the campaign, with planning by Jungle Media and MediaVest on the purchasing.

The Kraft-brand launched a campaign late last year that had images of consumer’s faces turned into Maynards candy, and Mackenzie Davison, director marketing, gum, candy and cough, Kraft Canada, says that this is a continuance of its streak of “deliciously odd” marketing that “really highlights opportunities that are as playful and silly as the candies themselves.”