Fox’s Biscuits launches ad push to back rebranding

Fox’s Biscuits is taking on rival McVitie’s with the launch of a new 1.3m advertising push to promote its product range, following an extensive brand overhaul.

The campaign, consisting of TV and trade press ads, breaks next week featuring the strapline “A little less ordinary, a little more Fox’s”.

The TV ads, created by Propaganda, will air over a four-week period across ITV, Channel 4, Five, Sky, E4 and Film 4. They are designed to highlight the care taken and quality ingredients used in producing the biscuit range.

The Northern Foods-owned brand has launched a new “indulgent” product range alongside variants of existing products, and has updated its packaging and logo in a rebranding exercise designed to strengthen Fox’s position in the confectionery and biscuit market.

Fox’s director of marketing, and research and development Mike Driver says the new advertising campaign and product development are intended to reinforce the brand’s image as a manufacturer of quality biscuits.

Fox’s makes a range of snacks with key lines including Rocky, Classic, Echo, Viennese and Creations.

The move follows a recent TV campaign developed by Publicis for McVitie’s to support the launch of its Moments range, signifying its first move into the special treats category (MW May 4).

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