Cadbury has retired the wild-eyed Scotsman of its Maynards "Hootsman" ads to give a bigger role to the moose once on the loose aboot his hoose.

A new £2m outdoor and digital push for its Maynards wine gum brand starts on 16 July to support limited-edition Maynards Fruit Duos, launched last month. Maynard the moose encourages people to give in to their "chewing urges" by using hypnosis techniques.