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Every October the Dutch turn the clocks back an hour, and every year the same argument starts about whether they should. Unox turned that annual gripe into a reason to celebrate winter. Illusionist Hans Klok, a man who has spent his career playing tricks with time, fronts a tongue-in-cheek petition calling on the Netherlands to vote for permanent wintertime. The pitch is simple: why keep switching when winter brings so much worth holding on to, from cosy evenings on the couch to a steaming bowl of pea soup or stamppot with smoked sausage. A spot, a dedicated voting site and social content put the soup brand at the heart of the clock-change conversation, at exactly the moment the whole country was having it.