Valeo backs its Fox’s Glaciers brand with major redesign and advertising campaign

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 received a fresh, modern update earlier this year.

Launching in September in the UK, 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.”​

Fox’s has been making premium glacier sweets since 1918 and the 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.