Fox’s Biscuits is set to extend the reach of its “Vinnie the Panda” character with a new online drive.
Following his return to television screens earlier this month, the animated character will be appearing across a range of media in the coming weeks.
A new website – vinniesays.com – has been created, while Vinnie will also blog fans through Twitter, Facebook and other social sites.
Fox’s marketing director Mike Driver says the digital campaign will “help reach wider audiences at new touchpoints”.
The character has quickly become integral to the brand, with sales increasing by more than £4.3m at retail sales value when the ads hit TV last year.
Vinnie was first devised in 2008 as part of an integrated campaign. Since then, £7m has been invested in the brand and a further £7m will support the brand this year.