Fox’s seeks to fill 5m void after Propaganda exit

Fox’s Biscuits is holding a pitch for its 5m advertising business after parting company with Propaganda.

Fox’s Biscuits is holding a pitch for its £5m advertising business after parting company with Propaganda.

The Leeds-based agency won the account two years ago from PWLC but is parting from the Northern Foods-owned biscuit manufacturer by “mutual agreement”. Last year the agency created a £1m TV ad as part of a campaign to take on McVitie’s.

The ad highlighted the care taken and quality ingredients used in its biscuits under the strapline “A little less ordinary, a little more Fox’s”. Fox’s produces snacks including Rocky, Classic, Viennese and Echo.

Mike Driver, marketing and innovations director at Fox’s, says: “I have enjoyed working with Propaganda, both strategically and creatively and they have played an important role in helping us to successfully communicate the quality of our biscuits. However, following a major brand review, both parties felt it was the right time to part company. A review is now underway to appoint a replacement agency.”

Last year Fox’s launched a new “indulgent” product and updated its packaging and logo in a bid to reinforce its position in the biscuit and confectionery market. In May the company appointed design agency brandopus to revamp its identity across all its ranges.

The changes come at a busy time for the company. In February Northern Foods chief executive Pat O’Driscoll stepped down after three years in the role. She identified biscuits as one of the five core areas in the company to concentrate on.


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