A fresh advertising strategy from Northern Foods-owned Fox's will focus on four of its key brands: Rocky, Echo, Officially Low Fat and Fox's Creations.
The Rocky chocolate biscuit brand will be promoted nationally, backed by a cinema and poster campaign this autumn. A 30-second cinema execution will feature its latest variant Rocky Rubble, which contains crisped rice, chocolate and biscuit.
Fox's is using the increased spend to reposition its Echo and Fox's Classic brands as indulgent products. Echo will carry the strapline, 'They're a bit posh', in a campaign in women's magazines in the autumn.
The Officially Low Fat range of biscuits will be promoted by Fox's as its flagship health-conscious brand, in a bid to capitalise on healthier eating trends. Fat levels for the product are kept below 3% to allow it to meet Food Standards Agency criteria for a low-fat food.
The campaigns have been created by Leeds advertising agency PWLC, which picked up the account from St Luke's last March.
Fox's has also taken its first steps online with the launch of www.foxs-biscuits.co.uk for its customer communication platform. The site, designed by DS.Emotion, will be used to create dialogue with customers.
The development of the site marks a change in the company's customer marketing strategy, which had previously focused on traditional media.
United Biscuits' global turnover fell to £652.5m in the first half of 2004, down from £655.4m in the first half of 2003.
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