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Wednesday, 05 November 2008 |
 Biscuit expert Fox's is putting their biggest fan, Vinnie the Panda, back on TV after attracting a huge 8.5 million shoppers (a 1/3 of all households) with their first burst of earlier this year. The next burst of TV advertising, on air from 5th November, includes a further £2m spend as part of Fox's ongoing Vinnie campaign.
Mike Driver, Fox's Business Sector Director says, "Fox's sales increased by over £4.3million at RSV as a result of our advertising campaign. By using Vinnie we highlighted our long standing heritage in making quality biscuits and gave it a contemporary twist.
"We also managed to attract new consumers, a high percentage of which are AB shoppers under the age of 35 which is fantastic news, not only for the Fox's brand, but for the biscuit category as a whole.
"We are really excited about the next phase of the campaign and hope to maintain the success which we have enjoyed since the first burst earlier in the year."
Vinnie will be back on TV screens with a fun new ad and a new message to biscuit lovers from Fox's. The brand will also see new online and radio campaigns to support a strong message and promotional programme at point of purchase.
London based advertising agency Mother created the unique character. ‘Vinnie' - a ‘highly connected' Italian American ‘businessman' from New Jersey - wants everyone to know about his favourite biscuits brand from England - Fox's.
Developed with the animation team behind Disney's The Chronicles of Narnia, the TV ad uses ground-breaking digital animation technology.
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.
Source: Fox's
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