The campaign hero stars Fox’s new “Satisfyingly Long Lasting” proposition and imagines what life might be like if all the good things last as long as a Fox candy. It comes after a redesign of the brand’s packaging, which received a new modern update earlier this year.
Launched in September in the UK, the campaign will run on TV, VOD, out of home, press and social, while a second wave of activity is scheduled for early 2022 for digital and in-store audio.
Russell Tanner, Marketing Director at Valeo Snack Foods, said: “A fox candy is a treat that lasts a long time and an invitation to slow down and enjoy the little joys that life can bring.
“Fox’s enjoys an impressive 91% brand recognition, but we need to build on that awareness and encourage re-evaluation of the brand, highlighting the new adventurous flavor extensions on offer and rekindling the excitement again. of consumers for the Fox’s brand.
“We’re ready to revitalize boiled candy and help retailers drive sales in an often overlooked category. “
Fox’s has been making premium ice cream candies since 1918 and the campaign, created with the Joint London design agency, is part of a sustained marketing investment in Fox’s in 2021 and 2022. National press, activity social and ongoing influence sustain the brand over a long period. term basis.