As part of the campaign, which uses the slogan: “A great pair is worth fighting for”, Fox’s has created a 3D outdoor poster made from 2,000 real pink Party Rings made to look like a pair of breasts.
It invites fans to visit Fox’s Facebook campaign page fronted by its brand character Vinnie the Panda to donate.
The first 4,000 people that donate will receive a limited edition Party Ring as a gift.
The partnership aims to raise £50,000 to fund the charity’s work into preventing and curing cancer.
Fox’s is also turning the packaging for a number of its other biscuit brands pink in support of Cancer Research during Breast Cancer Awareness month in October and donating 2.5p per pack to the charity.
Rachel Moffatt, Fox’s Biscuits brand sector director, says: “We’re delighted to be supporting Cancer Research UK’s fight against breast cancer. Whilst this installation might lead to a few chuckles, breast cancer is no laughing matter and the message behind this is a serious one: we need the support of the UK to donate now to help beat breast cancer.”
The charity recently revealed its new brand identity including a new logo and marketing approach in a bid to boost its fundraising capabilities and awareness of its work.