To celebrate the launch of the new ‘everyday indulgence’ range, Ambers, Fox’s Biscuits’ biggest fan, Vinnie, is set for a dramatic return to British television screens this month where he’ll front an exciting campaign featuring his new pride and joy – a race horse…
Offering a real insight into Vinnie’s world, TV ads that break on Monday 9th May will explain how the loveable ‘Danda’, famed for his appreciation of the finer things in life, has bought and named a thoroughbred racehorse in honour of the new Fox’s Ambers biscuits range. Ambers the horse will compete in up to eight races throughout the summer flat racing season.
The £3 million fully integrated campaign has been developed by retained ad agency Mother and the narrative explains how like Ambers biscuits, horse racing is an everyday indulgence for Vinnie – hence through the purchase of the racehorse he will be sharing this pleasure with all of his fans.
As well as introducing the filly in the new ads, Vinnie also prompts people to join his racing syndicate on Facebook – www.facebook.com/vinnie – as they could win Ambers biscuits whenever Ambers wins. Launched back in 2008, Vinnie already has over 180,000 Facebook fans.
In addition to 30 and 10 second TV spots that will run intermittently through May to early August, the same 30 second ad will also be screened in 750 cinemas nationwide in June before showings of the new ‘Kung Fu Panda 2’ feature film. Completing the advertising offering, the campaign will be backed by striking print and point of sale materials created in the style of painter George Stubbs, famed for his representation of horses.
Further supporting activity will be rolled out across numerous marketing disciplines to ensure Ambers stays front of mind for consumers. The Facebook hub will be regularly updated with the latest Ambers news, digital display ads will run and tactical PR stories will be executed between May and December to drive awareness and continue the narrative of Vinnie’s thoroughbred purchase.
Rachel Moffatt, Business Sector Director for Fox’s Biscuits said: “The launch of Ambers biscuits was a huge moment for Fox’s – it warranted an all encompassing and fun through the line campaign and that’s exactly what’s been delivered. Vinnie’s purchase of Ambers will engage with existing Fox’s fans and should serve to bring in a whole raft of new supporters too. This is a 360 campaign with real longevity – lets just cross our fingers for an Ambers win or two over the course of the season!”.
Source: Fox’s Biscuits
