Starburst launched an aggressive U.S.-based mobile marketing promo on Friday as part of a new integrated campaign.

Grey Interactive and mobile marketing partner ipsh! are behind the cross-carrier effort, which follows a relaunch of the MasterFoods candy brand. The new identity promises "More Juice. More Burst."

Last week, MasterFoods began distributing the first of 100 million Starburst packs with unique wrapper codes that will eventually reach store shelves. Consumers can enter to win prizes by texting their unique numbers to the short code "JUICY." One pack design shows a teen holding out his phone and offers the copy, "Text. You Could Win Juicy Prizes." Smaller type below it says, "Look under wrapper. Text game code to JUICY (58429) or log on to starburst.com."

"Starburst is the most progressive brand for mobile marketing," said Nihal Mehta, ipsh! founder and president. "This is the largest cross-carrier mobile campaign for a consumer packaged goods [brand] in the U.S. to date."

Sweepstake giveaways include a 42-inch flat-screen TV, portable audio centers, and music downloads. The promotion continues through September.

Grey Interactive has handled Web and interactive advertising for Starburst since the late '90s. Last year, the MasterFoods brand gave its offline business to TBWAChiatDay, but Grey Interactive retained some digital assignments.