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By Gillian West, Social media manager

October 7, 2014 | 1 min read

Fox’s Biscuits has promoted its number one fan, Vinne, to the role of chief biscuit officer in the brand’s latest campaign ‘More yum per crumb’.

Created by Mother London, the major re-launch aims to capture the hearts and minds of biscuit lovers with an integrated campaign spanning national TV, print, social media, a new Fox’s website, new packaging design, PR amplification and a nationwide sampling initiative.

Colin Smith, MD of Fox’s said ‘More yum per crumb’ was about “delivering a truly holistic biscuit eating experience in terms of delicious taste, generous ingredients and above all, fun”.

Mother creative director, Peter Robertson, added: “No one loves Fox’s more than Vinnie, so it seemed like a no brainer to move him out of the studio and into the boardroom. We’re pretty sure that Vinnie’s unconventional business techniques will be both good for Fox’s Biscuits and biscwit lovers throughout the UK.”

Vinne’s remit as chief biscuit officer is simple: to ensure that, as a biscuit connoisseur himself, Fox’s deliver only the very best to biscuit lovers everywhere.

Mother London Fox's Biscuits

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