Fox’s Biscuits
The challenge
Working on iconic brands is what we love. Our challenge was to build on the nostalgic pull of Party Rings and capture the imagination of the next generation. Fox’s asked us for innovation to keep the brand on top, push it forward and remain relevant in a crowded aisle. We needed to engage existing purchasers and motivate new customers.
Our approach
We worked with the Fox’s marketing team and a consumer marketing research partner to gain insights from mums about their attitudes about snacking and treats for their kids. The team even went out shopping while role playing these mums to shake up the thinking. Using a host of creative approaches to stretch the brand in alternative directions, we created a range of future ideas for Party Rings.
The results
Fox’s was delighted with the clear innovation roadmap we provided with two distinct directions for this hero brand. Our work resulted in a range of product and package ideas that tested well with consumers and gave Party Rings a clear direction for the future. The first phase of development went into fast implementation in stores within six months.
Your thinking was inspiring and you created exciting ways to push our ideas further than we could imagine. Your close collaboration with research and consumers helped us get close to mums and kids so the ideas became very tangible, helping to turn our thinking into reality. Your work has informed our three-year innovation pipeline and phase one is already rolling out in store with the first stage pack refresh.