Fox's Biscuits Launches £3m Marketing Campaign to Promote Ambers Brand
Fox's Biscuits is set to launch a £3m marketing campaign, its biggest ever, with the aim of establishing the Ambers biscuits range as its flagship brand.
The strategy of the Northern Foods-owned business is for the "everyday indulgence" Ambers brand to clarify Fox's proposition.
The campaign involves Fox's Biscuits character, Vinnie the Panda, who was introduced in 2008 to modernise perceptions of the company brand. He has 'bought' a real racehorse, named Amber, who will compete in genuine events throughout the race season.
Above-the-line activity will include television and cinema ads to raise awareness and drive the public to a Facebook page where they can join a racing syndicate and win prizes plus Fox's biscuits if the horse wins a race. They can also enter competitions to visit Amber the horse, and attend race meetings throughout the summer.
Rachel Moffatt, Fox's Biscuits Business Director, commented: "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."