Fox's Biscuits: How Rocky Robin sent sales soaring sky high

This case study describes the launch of Rocky a chocolate biscuit from Fox's. It outlines the research carried out to define the brand's personality and the identification of a significant market gap. The creative approach, centred on a personality called Rocky Robin is described. Selected TV areas were used and the results show that brand share increased in the advertised areas. After elimination of other effects the agency claims that advertising was the main factor in the brand's success and led to a national TV campaign