The campaign will include TV, print, radio, outdoor and online activity. It centres on the ‘British Biscuit Advisory Board' (BBAB), a fictitious quango that promotes responsible biscuit eating.
Fox's marketing director Mike Driver said: ‘We conducted research that showed biscuits can be risky. Last year there were 513 biscuit-related injuries.' He claimed these ranged from a man getting bitten by a squirrel while feeding it a biscuit to people burning their fingers when fishing out soggy biscuits from mugs.
Since the start of September, the BBAB has featured in a ‘teaser' awareness drive. However, so far, activity has not alluded to the Rocky brand. The BBAB has appeared on radio shows with Jonathan Ross and Chris Evans.
This week, spoof legal posters will appear in 10 cities around the country. Fox's has also launched national press ads promoting the BBAB.
‘We're all fed up with the nanny state interfering in our everyday lives,' claimed Driver. ‘We developed the idea of the BBAB as a parody of recent bureaucratic health and safety campaigns gone mad.'
On 26 September, Fox's will launch national TV ads that reveal the BBAB is the ‘brainchild' of Rocky. Ads will feature the BBAB offering the public advice about ‘enjoying Rocky responsibly'.
New packaging will feature a revamped log that is similar to a biker tattoo, according to Driver.
The campaign, by agency Mother, marks Rocky's first advertising activity in more than four years. Previously the bar was promoted through the brand's ‘Rocky Robin' campaign, which targeted housewives and positioned the snack as a lunchbox biscuit.
Driver said the reason the brand had been off TV for so many years is because Fox's has it spent its time and resources attempting to strengthen brand recognition for the parent brand. However, Driver added that from now on all focus will be on Rocky.
Driver said the company wanted to reposition the biscuit as a fun treat that everyone can enjoy. ‘We wanted the campaign to be humorous and to position Rocky as the biscuit bar with attitude,' he added.