The aims to help the brand engage with its customers, who range from school children to pensioners, as well as with buyers, suppliers, potential employees and stakeholders.
It gives information on all the different products in the Fox's range, including details of the nutritional value. There is also a FAQ section on the site, as well as a form users can fill in to submit their queries, together with the usual contact details.
DS.Emotion will also take steps to evaluate the success of Fox's debut online presence. Website traffic will be monitored as well as the number of people who join as members of the site. Users will be asked in three areas of the site to become members -- with these areas being monitored for effectiveness.
A newsletter will be sent out to users who have opted in as members of the site, so they can be contacted about any developments. This will allow Fox's to drive users back to its website. Outbound newsletter activity on the site will be monitored to check if this results in an increase of traffic.
Ashley Bertram, senior brand manager at Fox's Biscuits, said: "Fox's Biscuits is a forward-thinking, creative biscuit company that prides itself on quality and innovation in its ranges, which has driven our need for a website. As the most creative biscuit brand, the website is an important means of helping the Fox's brand reflect its position in the market to its end consumers and key customers."
The move comes as Fox's launches a 拢3m marketing drive, including a fresh ad strategy created by Leeds-based PWLC. The campaign focuses on four key brands: Rocky, Echo, Officially Low Fat and Fox's Creations.
Chris Hassell, director at DS.Emotion, said: "This is a great opportunity to work on a popular brand, that we have all grown up with. To be part of the creative team behind its online debut makes this project all the more unique to be involved with and we look forward to creating new elements for the site over the next 12 months."
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