Challenge: The Orchard Thieves “Be Bold” platform was a huge success for the brand and after a number of years it was time for a refresh.
Our “FOX IT” campaign encouraged consumers to enjoy unplanned social adventures with friends. “FOX IT” became the philosophical attitude of the brand. It is about making the most of your social occasions with friends and grabbing those rare and fleeting moments when they arise.

Solution: The FOX IT code was brought to life through our integrated campaign - Live by the code. Say “FOX IT”. See what happens. I brought the idea alive in the On-trade and Off-trade across all touch points with the “Follow the Fox” trade campaign. I also designed the brand guidelines and oversaw their implementation. Follow the Fox was used throughout the trade to reward those who lived the brand attitude.