£2m spend for Phileas Fogg

18 February, 2010

United Biscuits has launched a £2million marketing campaign for its snack brand Phileas Fogg, which includes new pack designs and new television advertising to start mid-February.

The firm has said the new TV advert will build on the brand’s 2009 theme of highlighting “the authenticity of Phileas Fogg ingredients and how they are sourced”, and will be set in Modena, Italy.

The new pack designs for its snack range, which includes crisps, tortillas and poppadoms were rolled-out last month, with the use of more colour to help consumers distinguish between the different flavours.

“Since it’s re-launch last year, Phileas Fogg has grown to become worth almost £12m at RSV and has had a significant impact on growing the premium bagged snacks segment, which is up 7% YOY and worth £517m,” commented Helen Warren-Piper, marketing director of bagged snacks at United Biscuits.


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