Quiet Storm Delivers HFSS-Compliant HARIBO Fruitilicious Spot

Quiet Storm produced a new TV campaign for HARIBO Fruitilicious that runs within the Kids' Voices platform the independent agency has been building for the brand. Director Dan Castella handled the execution.

The work marks another chapter in Quiet Storm's relationship with HARIBO, continuing the Kids' Voices creative territory the London shop established for the confectionery brand. This execution maintains the platform's signature approach while meeting HFSS advertising restrictions: the UK regulations limiting how food and drink brands high in fat, salt, or sugar can advertise to children.

HFSS compliance shapes how brands like HARIBO can show up on TV and online. The restrictions, which took effect in stages starting in 2017 and expanded in 2023, ban HFSS product ads before 9pm on broadcast and restrict paid digital advertising to audiences under 16. For confectionery brands, creative platforms need to work within tighter parameters than traditional candy advertising historically allowed.

Quiet Storm handled creative and production. The agency created the concept and brought it through to finished film. The Fruitilicious line sits within HARIBO's broader portfolio, which includes Starmix, Tangfastics, and Goldbears. Each product line operates under different taste profiles and positioning. Kids' Voices appears to span multiple HARIBO SKUs as a unifying brand platform.

The agency announced the work June 10 via LinkedIn. No media buy details or flight dates accompanied the announcement. The campaign represents continued investment in a creative territory Quiet Storm has been developing across HARIBO's UK presence. Fruitilicious gets its own Kids' Voices treatment within that system.