Fox’s wanted to modernise the brand in order to become more relevant and get their sweets out of the glove box, or your nan’s purse, and into people’s hands.

Joint capitalised on the long-lasting nature of Fox’s sweets, which can be enjoyed for six minutes on average, as the creative hook for the campaign with the wishful suggestion ‘If only everything lasted as long as a Fox's sweet’.

Directed by Ben Gregor of Knucklehead, the TV campaign imagines what life might be like if other activities lasted a little longer. The debut creative depicts a man enjoying Fox’s sweets with his girlfriend as he skims a stone into the sea. Having failed in his first attempt, he sucks on a Fox’s and his second throw, sees his stone skim across oceans and continents, surprising submariners, penguins, and whales before circumnavigating the globe and landing back at his feet.

Joint won the Fox’s account, owned by Valeo Confectionery, in November 2020 during lockdown. This is their debut campaign for the brand which is scheduled to run across TV (30 second advert), OOH, print and social channels (60 second advert), with plans for campaign extension through audio, social and in-store throughout the year. It coincides with a fresh packaging rebrand, featured throughout all the comms.

Russell Tanner, Marketing Director, Valeo Snackfoods, said: “We’re thrilled to be putting Fox’s back on the map, with a campaign insight that shows they’re more relevant than ever. We’ve got big ambitions, we’re investing significantly in the brand and we can’t wait to see where the campaign can take the brand over the coming years.”

Algy Sharman, Creative Director and Partner, Joint, said: “The ‘Satisfyingly Long Lasting’ campaign uses a simple product benefit in really a fresh and fun way - there’s so much we plan to do with it.”