Party Rings benefits from new look and ATL campaign
BISCUIT treats firm Fox’s Burton’s Companies (FBC) UK has unveiled a bold new look for its Party Rings biscuits in a bid to improve standout on shelves.
The redesigned packs feature a revamped look with prompts to help engage with more modern audiences – including vibrant ‘Colour Me In’ illustrations that invite playful interaction.
As part of this rebrand, the Party Rings biscuits have also been updated to now feature a newly moulded base to enhance visual appeal for customers and drive trial.
The packs first appeared on limited store shelves in May of this year and, with packs now more widely available to consumers, FBC has invested over £1.5million in a high-impact above-the-live (ATL) advertising campaign under the platform ‘Live Life in Full Colour’, featuring a bright creative developed with McCann Manchester.
The campaign looks to bring joy, colour and imagination to the forefront of everyday life, says FBC, by positioning Party Rings as the biscuit that can help to brighten up the mundane.
Through some light-hearted moments of fun, the brand invites consumers to see the world differently – transforming the familiar into something unexpected, but still plenty of fun.
Running across out-of-home sites, radio and bus wraps across the summer months, the campaign is expected to reach 85% of Party Rings’ core audience.
David Hebson, trade marketing director at FBC, said: “Party Rings is already one of the UK’s most iconic biscuit brands.
“For over 40 years, those bright blue packs and pastel icing have brought a sense of joy to British households. Now, we’re giving the brand the investment it deserves – bringing it to life in bold, colourful ways that celebrate imagination, creativity and fun.
“And it doesn’t stop at packaging. Our brilliant development team has channelled that same spirit into a wave of exciting NPD, including our limited-edition Strawberry flavour and the playful new Under the Sea Minis format.”
