American panda loves Fox's

13 June, 2008

Fox's is relaunching its biscuit brand with TV, online and outdoor ads and a packaging makeover.

Forming part of a £5 million support package for the brand in 2008, the ads have been developed with the animation team behind Disney's The Chronicles of Narnia, and consist of three TV ads and four 60-second virals.

In the ads an animated panda called Vinnie - who is depicted as an Italian-American businessman from New Jersey - will tell viewers about his favourite biscuit brand from England.

Outdoor posters and a new entertainment-led website will also promote the relaunch, which includes investment in new product development plus a redesigned logo and packaging.

Marketing director Mike Driver said: "We've worked really hard over the last year to relaunch the Fox's brand and position ourselves as a biscuit expert consumers can trust. The aim of our ad

is to highlight our longstanding heritage with a contemporary twist."

Formerly a small bakery in northern England, Fox's now produces

more than 20 varieties of biscuit, including Party Rings, Butter Crinkles and Fox's Creams.

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