The Northern Foods-owned business aims for the Ambers brand to clarify Fox’s proposition.
Fox’s Biscuits business director Rachel Moffatt adds: “Although we are known for making better biscuits, there’s not any one brand that people identify with. Ambers encompasses everything Fox’s Biscuits stands for in one clear range.”
As part of the £3m campaign, Fox’s Biscuits character Vinnie the Panda has ’bought’ a real racehorse, named Amber after the biscuit brand, which will compete in genuine events throughout the race season.
Moffatt adds that the over-arching idea is about the character “embracing the finer things in life and his biggest indulgence, which is horse racing”.
Television and cinema ads have been created to raise awareness of the racehorse and the Ambers range.
Above-the-line activity will drive people to a Facebook page where they can join a racing syndicate and win prizes and Fox’s biscuits if the horse wins a race.
Visitors can enter competitions to visit the horse, and go to race meetings throughout the summer.
Brand character Vinnie was introduced in 2008 with the aim of modernising perceptions of the Fox’s Biscuits brand.