Fox’s Glacier Mints is sponsoring the “family comedy” strands on the UKTV Gold and UKTV Drama channels as part of a brand relaunch campaign. The activity is the first broadcast sponsorship by the brand and will be supported by its first advertising in five years.
The TV activity will be supported by an online game featuring a Pac Man version of Fox trying to steal Peppy the polar bear’s mints.
The campaign, created by Hooper Galton, will run from October 15 for six months and focus on the core range of Fox’s Glacier sweets including its mint, fruits and dark variants. EdwardsGroomSaunders handled planning and Village Green negotiated the sponsorship deal through UKTV sales house IDS.
Village Green, which was co-founded by former Starcom managing partner Andy Roberts, named Fox’s, Rockworld TV and Itchy Media Group as its launch clients earlier this month (MW September 13).
Separately, IDS has signed spirit brand Tia Maria as sponsor for its UKTV Gold Dancing with the Stars series.