Rocky Biscuits 'conquer Mt Rocky' by Mother

Mother created the world's first chocolate-based climbing wall with four tonnes of chocolate to promote Fox's Rocky Biscuits.

It was unveiled at Alton Towers on 10 April and gives visitors the chance to tackle a chocolate-scented boulder wall and scramble through a biscuit-crumb grotto, before attempting to reach the summit of the ten-metre chocolate cliff face, with a chocolate waterfall flowing at a rate of 70,000 litres per hour.

Mother created the campaign for Rocky, with an IPC/Global media partnership planned and bought through MediaCom, to encourage families to be more adventurous together.

The activity includes media partnerships with women’s weeklies, radio advertorials, a bespoke online hub, an on-pack Alton Towers two-for-one ticket promotion, a Facebook page and a PR campaign by Cow PR.