Magazine article Marketing

Adwatch: Fox's Biscuits - 'Good Stuff'

Magazine article Marketing

Adwatch: Fox's Biscuits - 'Good Stuff'

Article excerpt

Is it a panda, is it a dog? Neither, according to those who know. It's a Danda: so named because, apparently, the client didn't want a panda. And that sums up my feelings about this ad - I worry it's neither one thing nor the other.

The story is simple enough, Vinnie, the Danda, extols the virtues of the finer things in life, which include his 'biscwit' brand of choice, Fox's. Superficially, it's quite engaging - animals and food is a familiar enough combination and a bit of old-fashioned characterisation gets you a long way - to number eight in this week's Adwatch, to be precise.

YouTubers certainly give it a thumbs up and the way the idea has been carried through the Fox's website is textbook. So why am I left feeling that the ad falls short?

Fundamentally, I don't buy the strategy. This ad is clearly about the quality of the Fox's brand, which is fine, but why separate the brand from the biscuit? It may make for nice brand equity scores but it's not true to the purchase decision, because we first choose biscuit type and then brand. …

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