Biscuit brand Fox's has taken on its first PR agency in more than a
year, hiring Cow for three separate briefs.
Cow will be the first agency to work with Fox's - part of the Northern
Foods empire - since Leedex Public Relations was brought on board in
1999 (PRWeek, 29 January 1999).
Fox's marketing manager Neil Hepplewhite said: 'Just over 12 months ago
we reviewed the PR situation and at that stage we felt we couldn't
justify the expense on PR, because we had no strategy in place.'
Cow has a remit to support Fox's latest advertising campaign, created by
St Luke's ad agency, which referred the client to Cow.
Cow has also won Fox's year-long trade PR account as well as a consumer
media relations and sampling campaign for the firm's chocolate bar,
Cow co-founders Dirk Singer and Sian Morgan head the account, leading a
team of three and reporting to Hepplewhite.
Singer said: 'During the summer, we will be working on activities that
promote Fox's biscuits as a social catalyst, but in line with the ads
we'll be getting the point across in a slightly tongue-in-cheek
The agency will also be working to increase Fox's coverage in the trade
press across the UK and raising the profile of the Echo bar.
'In terms of major challenges, it's the fact this is the first PR
campaign they've embarked on for two years,' said Singer.