Fox's Bisquits

The mafia panda was chosen for our new advertising precisely because he doesn’t fit with consumers’ expectations. The brief that we gave the agency ( our advertising agency is Mother, in London ) was to come up with a campaign that could shift consumers’ perceptions of Fox’s as being a) old-fashioned, b) traditional and c) a bit dull. So that is why they deliberately created a character that would be modern, unusual and quite brash. All the results so far suggest that the approach is working – we’ve had lots and lots of emails about Vinnie and his love of bisquits – and it’s clear that he’s connecting well with all kinds of people !

The agency actually made a further point on this – their view was that if we’d chosen a character more readily identifiable with Fox’s ( ie British or a Fox ! ) then people would be more likely to see it as a brand spokesperson – and therefore less likely to trust what he says. By making the character very different to perceptions of the company then people are more likely to see it as independent and therefore more trustworthy.

I hope that helps

Regards

Jim Procter-Blain
SENIOR BRAND MANAGER