Fox's Chocolatey

Fox’s Biscuits, a British everyday favourite, needed to build its credentials in the premium sector to deliver growth for the business. Consumer research revealed that our Chocolatey product brand had perfect premium potential but lacked awareness among quality treat shoppers. We defined Chocolatey’s indulgent generosity as an opportunity to connect emotionally with our target and differentiate from market leader, Bahlsen. Using beautiful food photography and styling we showcased the decadence of both the product attributes and consumption occasion to position Chocolatey as the ultimate indulgent treat. Y1 22% sales uplift for Chocolatey. Over 3 years, the brand’s annual sales have nearly trebled from £5.8M to £15.5M. The campaign scored exceptionally well on System 1, beaten to the number one spot by our other Fox’s Half Coated cookies ad.