Valeo supports its Fox’s Glaciers brand with a major overhaul and advertising campaign


The campaign highlights Fox’s new “Satisfyingly Long Lasting” proposition and imagines what life might be like if all good things lasted as long as a candy from Fox. This comes after a redesign of the brand’s packaging, which received a fresh and modern update earlier this year.

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

Russell Tanner, Marketing Director of Valeo Snack Foods, said: “A fox treat is a long-lasting, satisfying treat, and an invitation to slow down and enjoy the little joys that life can bring.

“Fox’s boasts an impressive 91% brand recognition, but we need to build on that awareness and encourage brand re-evaluation, highlighting the adventurous new flavor extensions on offer and re-encouraging consumers to the Fox brand.

“We’re ready to revitalize boiled sweets and help retailers boost sales in an often overlooked category.”

Fox’s has been making premium ice cream sweets since 1918 and the campaign, created alongside creative agency Joint London, is part of a sustained marketing investment in Fox’s in 2021 and 2022. Continued national press activity, social and influential sustains the brand over a long period of time. term basis.


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