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).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here