Phileas Fogg range in £2m promotion

05 March, 2010

A £2 million investment by United Biscuits will see the launch of new pack designs and a TV ad for Phileas Fogg.

The ad expands on last year’s theme of highlighting the authenticity of the ingredients in the Phileas Fogg range and how they are sourced.

It’s set in Modena in Italy and depicts a teenage boy and his friends loading bottles of Italian balsamic vinegar into hot air balloons to advertise the new Phileas Fogg Sea Salt & Italian Balsamic Vinegar crisps.

The revamped packaging uses more colour to help consumers distinguish between different flavours in the range and will also include guideline daily amounts on front of the packs.

Helen Warren-Piper, marketing director of bagged snacks, said: “The range and the adult bagged snacks segment? have benefited from the growing number of social and entertaining occasions taking place in the home.

“The new advertising campaign will continue to raise consumer awareness and ensure that Phileas Fogg is the premium bagged snack of choice, presenting excellent sales and profit opportunities for retailers.”

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