Client: BBAB – Fox’s Biscuits
Biscuit expert Fox’s has unveiled its latest marketing initiative - a £3m campaign developed to support the relaunch of flagship chocolate biscuit bar brand, Rocky.
The fully-integrated, through-the-line campaign constitutes the most significant spend on Rocky in the last three years, and is being rolled out in stages throughout September. Fox’s is confident that it will broaden the brand’s target audience and successfully reposition Rocky as ‘the chocolate biscuit bar with attitude’.
Developed by creative agency Mother, digitally led direct marketing agency DigForFireDMG and PR agency Clarion Communications, the campaign has been built around the creation of the British Biscuit Advisory Board (BBAB), a fictitious quango dedicated to educating the UK public about biscuit risks, and encouraging safer biscuit eating practices.
Since the beginning of September, the BBAB has featured in a ‘teaser’ awareness drive, seemingly independent of any Rocky brand involvement.
This has seen it promoting ‘responsible biscuit eating’ messages via numerous channels, including print, radio, outdoor and online, on both social networking sites and via the organisation’s official website, bbab.org.uk
The advertising reveals the BBAB as the brainchild of Rocky, and unites the two via clever creatives, which feature the BBAB offering the public advice about ‘enjoying Rocky responsibly’, given its chunky, rugged nature.
It’s hoped that Rocky’s big attitude and personality will also be reflected in the brand’s striking new packaging design, which hits shelves this month.
“Following consumer research that revealed we’re all fed up of the ‘nanny state’ interfering in our everyday lives, we developed the idea of the British Biscuit Advisory Board as a parody of recent bureaucratic health and safety campaigns gone mad,” said Fox’s Marketing Director, Mike Driver.
“We wanted to reposition Rocky as the chocolate biscuit bar with attitude, and this meant developing a campaign that satirises bureaucracy and defends our right to enjoy chocolate biscuits.
He added, "We are confident that the campaign will really resonate with our target audience, who will agree that a biscuit is just a biscuit, and should be enjoyed as such.”