St Luke's is launching a campaign for Fox's Biscuits that develops
the theme of its biscuits bringing people together.
The campaign, consisting of three 30-second and three 20-second spots,
features stories about people that rely on technology rather than
The ads build on last year's 'London needs biscuits' campaign. It breaks
on 21 May in all regions except London.
The first spot features a woman who is unable to speak to her husband
except via her mobile phone. In another, a man becomes obsessed with
computer games and is unable to deal with the real world. The third
shows a man who is unable to interact with colleagues because he is so
reliant on communicating via the internet.
Each ad shows a Fox's worker attempting to use biscuits to break the ice
and get people talking again. Three different Fox's brands, Big Softies,
Rocky and Echo all feature in the ads with the endline: 'Get face to
face with Fox's.'
Sue McGrath, the account director at St Luke's, said: 'The more
communications technology people use, the less time they spend actually
talking to one another. We then saw the potential to reframe the role of
biscuits as a sort of social catalyst.'
The ads were art directed by Suzanne Hails and Alistair Campbell is the
writer. They were directed by Declan Lowney through Tomboy Films. Media
is through Equinox Communications.