Fox's Biscuits: Rocky, it's chocabloc, man

New biscuit aimed at 8-14 years old 'aspiring adults'. Advertising role was to create a personality 'Rocky Robin'. In 1992 TV launched in Scotland, then by 1994 Granada, HTV and West. After May 1994 campaign brand awareness in the three months after was double that in the non-advertised areas, brand share almost double and ad awareness 3 times higher. Brand value £20m+ against expected £3-5m. Net payback on advertising was over twice th budget at 218%