Fox mounts a PR assault to launch Cubs jelly sweets

Fox’s Confectionery is preparing a consumer PR blitz for Fox’s Cubs, a soft jelly sweet set to launch at the start of 2004.

Fox’s has appointed Poulter Partners PR to launch the product, which will hit the shelves within the first two months of next year and be promoted solely through PR.

Leeds-based Poulter, which has been hired following a five-way pitch, will also handle trade PR and report to senior brand manager Emma Gilbert.

Gilbert said: ‘I felt PR would better hit home with consumers [than advertising] for this launch.’

The campaign will see the introduction of Pep, a son for Peppy, the iconic Glacier Mint polar bear that has been used on Fox’s packaging for more than 80 years. The fruity jelly sweets will be targeted at children and will come in fox and bear animal shapes available in two flavours, Fruity Juice Jellies and Tangy Fruit Jellies.

Cubs is the first product launch since Fox’s Confectionery was sold by Northern Foods to bid vehicle Big Bear two months ago.

In a separate development, Chambers Cox PR has won the pitch to promote the upcoming relaunch of Fox’s Poppets brand (PRWeek, 19 September).

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