To help promote its strongest extra strong mint credentials, XXX Mints has become one of the main sponsors of National Curry Week (23-29 November 2008). Recently appointed Marketing Manager at Fox’s Confectionery, Jon Dixon (pictured) comments: “As well as being a great fundraiser for Oxfam, National Curry Week is a terrific vehicle for us to engage with our target audience, while highlighting the powerful mint flavour and breath- freshening qualities of XXX Mints.” Peter Grove, organiser of National Curry Week, adds: “It’s great to have a brand of XXX Mints stature on board for the 2008 event. It is a brilliant fit with the event and we hope it will be one of our most successful weeks ever.”
The partnership will be leveraged with a programme of activities, which includes a XXX Mint hottest curry challenge and a series of promotions with local radio stations and lads’ mags titles such as FHM and Maxim. The activity kicked off on Thursday 28/ Friday 29 August with a XXX Mints 24 Hour Curry Challenge, which set a new world record for the most number of curry restaurants visited. Two teams took part, with the Midlands duo including Fox’s Confectionery employee, Gemma Hull (pictured), a 23 year old sales analyst.
Launched in 1987, XXX Mints, which enjoys a primary audience of 18-30 year old men, now sells 23 million tubes per annum. A single tube retails at 35p, while a multi pack of five tubes is priced at £1.49.
For further sales information about any Fox’s Confectionery product, visit www.foxs.co.uk or call SHS Sales and Marketing on (01242) 570288. To find out more about National Curry Week, log onto www.eatingoutweek.com.
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