Foxs Glaciers: Skimming a Stone
TV Commercial Review
Heart or Humor
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.
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 a reappraisal of the brand, highlighting the adventurous new flavor extensions on offer and getting consumers excited about Fox’s brand again.
“We’re ready to revitalize boiled sweets and support retailers to drive sales in an often-neglected category.”
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.
Media Agency: Spark Foundry
Production Company: Knucklehead
Director: Ben Gregor
Audio Post Production: Rascal
Post Production: Rascal
Music: Yellow Boat Music
Composer: Philip Jewson, Paul Cartledge
The ad communicates the campaign message well