Mother reconstitutes the boardroom for Fox’s Biscuits

Here’s an interesting addition to the ever-expanding C-Suite, ‘Chief Biscuit Officer,’ courtesy of Fox’s Biscuits and Mother.

Newly-empowered CBO Vinnie (a panda) makes it on to the board in this new Fox’s campaign, advising his new colleagues to emphasise “more yum per crumb.”

Fox’s, which is part of 2 Sisters Food Group, is spending £10m on the campaign which also includes print, lots of social stuff, new packaging and a new website.

Fox’s MD Colin Smith says: “Biscuits are a great British institution and More Yum Per Crumb is about delivering a truly holistic biscuit eating experience in terms of delicious taste, generous ingredients and above all, fun!”

We’ll pass on holistic, but this is blessedly old-fashioned TV advertising; cramming everything needed into 40 seconds and raising a smile. And it’s nice to see a local brand with the balls (and money) to produce such a campaign.

Nifty direction from Jake Szymanski at Caviar too.

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