The Publication For The Grocery Trade

Confectionery firm looks to outfox competitors with new TV campaign

After an absence of almost 20 years, Fox and Peppy, the iconic characters from the Fox's Confectionery ads of yesteryear, will be returning to the small screen with a campaign worth £2 million. The famous duo, which has been given a modern day makeover - now sporting a more contemporary look and accessories such as mobile phones - will make their debut on UKTV Gold and be voiced by theatre legend Simon Callow and actor Paul Reynolds. The six-month campaign breaks on 15 October and will top and tail advert breaks on shows such as Blackadder, The Vicar of Dibley and Fawlty Towers. The idents will also appear on UK Gold +1 and UK Drama. The campaign, designed primarily to target 35-44 year olds, was created by agency Hooper Galton, who were recently appointed to develop the above the line consumer strategy for the Fox's Glacier brand. The investment comes after a year of particularly buoyant sales for the famous Glacier brand, which has continued to outperform the sugar confectionery category - while the market has grown just 0.2%, Fox's has seen year on year increases of 13.7% and 21.1% for the Mints and Fruits skus respectively. Recent research from the brand already shows a prompted awareness of 95% for Mints and 84% for Fruits, but brand manager Tracey Mattock is looking to raise awareness yet further. She comments: "The Fox's Glacier brand has seen significant growth in the past three years through a focused distribution drive and range development. Now we've got the product and route to market exactly right, we need to work on reawakening consumer interest and I'm confident that this will be achieved through the new campaign." She continues: "The cheeky irreverent tone is very much in keeping with the much-loved ads of old, but we've added a more contemporary look and theme, which should have strong appeal with our target audience." For further sales information, visit www.foxs.co.uk or call SHS Sales and Marketing on 01242 570288.