Fox's Biscuits 'British biscuit advisory board' by Mother London

3.6 3 Votes

Fox's Biscuits has invented a fictitious organisation, the British Biscuit Advisory Board, to educate consumers about the safest way to consume its biscuit bar, the Rocky.

Under the guise of a public information campaign, the TV and print executions, created by Mother, give step-by-step guidelines of safe biscuit ingestion.

Tips such as eating the snack as part of a healthy diet are given a satirical twist in the animated campaign, which uses a sheep and a tomato to illustrate the ideal combination of Rocky bars, meat and vegetables as components of a healthy diet.

Another of the ads gives consumers advise on storage, demonstrating that keeping the bars above room temperature in places such as a toaster or microwave is not advisable, instead the spot proffers the idea of using the tried and tested confectionery receptacle – the biscuit tin.

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Released: 25 September 2009

Creative in this campaign:

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Project name
British biscuit advisory board

Mike Driver, marketing director; Gavin Forth, marketing manager, Fox’s Biscuits

Raise awareness of the Rocky brand and drive trial amongst users


Art director


Media agency

Media planner
Sophia Pawlikowski

Production company


Post-production company
Golden Square

Audio post-production company
Factory Studios

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