Fox’s Biscuits is launching a new campaign starring an Italian American brand icon called Vinnie. The fast-talking “wise guy” will enthuse about his favourite biscuits from England.
The ad, which breaks on May 28, is part of a £5m investment in the Fox’s brand over this year and aims to reposition the brand as a “biscuit expert”. It is supported by posters, an entertainment-based website and new packaging.
The campaign, which has three TV executions and four virals, has been created by Mother. The agency worked the animation team that created the Disney’s The Chronicles of Narnia, including post-production company MPC, to create Vinne. The animal is a danda – a cross between a panda and a dog.
Mike Driver, Fox’s marketing and R&D director, says Fox’s has been focusing on become the “biscuit expert” over the last year. He adds the campaign is to highlight our “long standing heritage with a contemporary twist.”