MIX one conversationally very confident panda, £10m worth of marketing support, a new umbrella branding strategy, a catchline that’s designed – in more ways than one – to be a memorable soundbite, and £20m worth of investment in plant, equipment and company infrastructure and what do you get? Well, Fox’s Biscuits reckons it should add up to a recipe for success.
After a period when a new executive team came on board under managing director Colin Smith, the 2 Sisters-owned business is pushing the start button on a major relaunch.
Consumers will see the change largely through a £10m campaign.
The company’s established front character Vinnie the Panda has applied for the job of chief biscuit officer. So don’t be surprised if he joins the board with a brief to ensure quality, deliciousness and generosity. Packaging has been redesigned, including PMPs for the convenience channel, and now five major products in the range – Crunch, Chunkie Cookies, Rocky, Viennese, and Party Rings – become Fox’s leading or “hero” brands. All products feature Fox’s as an umbrella brand and carry the catchline ‘More Yum Per Crumb’.
Activity will include significant advertising on TV and in the popular press. And the brand plans a huge social media push designed to increase Vinnie’s Facebook friends to a million and beyond.
Beyond the relaunch a further £20m investment is designed to increase product and packaging innovation, including work to help Fox’s meet demand in convenience retailing, foodservice, food-to-go and more.
Colin Smith said: “We intend to bring excitement, genuine step-change innovation and sustainable growth to the biscuit category.”
• Look out for an SG interview with Colin Smith, next month.