22 May 2008


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New ad campaign for Fox's biscuits

Fox's

biscuits

Source : Fox's
Biscuit expert Fox's is adding value to the £1.95bn biscuit category with an exciting and innovative new advertising campaign.

On air for the first time on 28 May, the TV ad forms part of a huge £5 million support package behind the brand for 2008.

The new campaign has been developed with the animation team behind Disney's The Chronicles of Narnia, and uses ground-breaking digital animation technology.

Consisting of 3 TV executions and four, 60 second virals, the ad campaign is a bold move for Fox's and, along with fly posters and a brand new entertainment-led website, forms part of the Fox's relaunch which also includes investment in new product development, logo, packaging and website design.

In order to demonstrate the Fox's brand advocacy from its loyal consumers, London based advertising agency Mother have created a unique character – Fox's biggest fan 'Vinnie'.

'Vinnie' - a 'highly connected' Italian American 'businessman' from New Jersey - wants EVERYONE to know about his favourite biscuits brand from England - Fox's.

Mike Driver, Fox's Marketing and R&D Director says, “We've worked really hard over the last year to relaunch the Fox's brand and position ourselves as a biscuit expert consumers can trust. The aim of our ad campaign is to highlight our long standing heritage with a contemporary twist.”

Our new ad is set to be huge. Not only do we have fun and quirky TV executions but we also have eye-catching posters on billboards, an exciting viral campaign and in store activation. This combination is sure to make the biscuit aisle a key destination for consumers adding excitement and value, not only to the Fox's brand but the biscuit category as a whole.”

Fox's pride themselves on being the authority in biscuits, growing from a small bakery in northern England to one of the UK's leading biscuit brands. Fox's now produces over 20 varieties of biscuits including the much loved childhood Party Ring and essential biscuit barrel favourites such as Butter Crinkles and Fox's Creams. In the Brand Special Treat sector Fox's command a 10.8% share of the market, growing year on year.

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