Fox’s Glaciers has unveiled its new seven-figure marketing campaign.
According to Valeo Confectionary, the campaign will focus on the product’s redesign and the company’s modernisation of the brand.
The confectionary manufacturer is set to release its new advertisements this month and will start with its ‘Satisfyingly Long Lasting’ proposition video.
The marketing will be rolled out across video-on-demand, TV, social and press this year, and is scheduled for a second wave of promotion in 2022 in-store and on digital audio.
“A Fox’s sweet is a satisfyingly long treat,” Valeo Snack Foods marketing director Russell Tanner said.
“Fox’s has a 91 per cent brand recognition but we need to build on this awareness and encourage reappraisal of the brand, highlighting the new flavour 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 news comes after the UK government’s announcement that it intends to reduce airtime on TV and video-on-demand for junk food advertisements.
The government confirmed in June this year that it will be rolling out pre-watershed hour bans on commercials for products high in fat, sugar and salt (HFSS) by the end of 2022 in a bid to lower childhood levels of obesity across the UK.