Poppets relaunch is put out to pitch

Big Bear, the bid vehicle that acquired Fox’s Confectionery from Northern Foods last week, is staging a pitch for a PR agency to promote the re-launch of the Poppets brand.

Senior brand manager Emma Gilbert said a pitch involving three PR agencies – which would be selected from ‘around six firms’ she had already sounded out – was planned for early October.

She confirmed that one of those pitching would be 360 Degree Communications, the agency drafted in for a three-month project a year ago, to handle consumer PR surrounding the relaunch of Fox’s Glacier Mints and Fruits ranges and the launch of the Licorice & Aniseed brand.

Gilbert defined the account as ‘consumer PR on a project-basis’ and said the hired PR firm would support an ad campaign for which an agency was on the verge of being appointed as PRWeek went to press.

The relaunch of Poppets is scheduled for November, and the PR campaign will target 18 to 24-year-olds, promoting new flavours and redesigned packaging.

Leicester-based Gilbert said there were no plans to hire agencies to promote any of Big Bear’s other newly acquired brands, which include Just Brazils and Extra Strong Mints.

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