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Valeo Snack Foods has invested in a seven figure above the line campaign for Fox’s Glaciers to launch the brand’s redesign and drive relevancy and modernity for the iconic sweets.

The campaign heroes Fox’s new ‘Satisfyingly Long Lasting’ proposition, and imagines what life could be like if all good things lasted as long as a Fox’s sweet. It comes after a packaging makeover for the brand, which got a fresh, modern update earlier this year.

Launching this month, the campaign will run in TV, VOD, out of home, press and social, while a second wave of activity is planned in early 2022 for digital audio and in-store.

Russell Tanner, marketing director at Valeo Snack Foods said: “A Fox’s sweet is a satisfyingly long lasting treat, and an invitation to slow down and enjoy the little joys life can bring.

“Fox’s has an impressive 91% brand recognition but we need to build on this awareness and encourage reappraisal of the brand, highlighting the adventurous new flavor extensions on offer and getting consumers excited about the Fox’s brand again.

“We’re ready to revitalise boiled sweets and support retailers to drive sales in an often-neglected category.”

The 30 second TV advert takes the satisfying experience of successfully skimming a stone and makes it into a long lasting triumph. An even more satisfying 60 second version will be viewable online here and shared on social media.

Meanwhile print and digital audio advertising will be contextually placed to reach consumers just when they are likely to be enjoying a slow, quiet moment.

This campaign, created alongside creative agency Joint London, forms part of a sustained marketing investment in Fox’s across 2021 and 2022. Ongoing national press, social and influencer activity is supporting the brand on a long term basis.

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