Campaign: Rocky and the British Biscuit Advisory Board
PR team: Clarion Communications
Timescale: Sept-Oct 2009
Budget: Under £50,000
The British Biscuit Advisory Board was created as a parody of government quangos. The idea behind it was to reposition Rocky as the chocolate biscuit bar with attitude.
- To gain coverage for the British Biscuit Advisory Board advertising campaign
- To position Rocky bars as a fun snack
- To drive awareness and trial of Rocky bars among mums, men and teenagers.
Strategy and plan
Clarion discovered that 500 biscuit-related accidents were treated in A&E departments each year. It commissioned research into biscuit accidents and injuries, including which biscuits were the most dangerous. A website was set up with a Biscuit Injury Threat Evaluation (BITE) tool for the public to discover their level of risk. A spoof email was sent to council workers, urging them to fill in a workplace biscuit risk assessment. A trade media campaign ran alongside this.
Measurement and evaluation
The story was covered by three TV programmes, 21 radio stations, 15 national newspapers, six international newspapers and nine regional newspapers. Online, it appeared on 15 news sites and 150 blogs. It also appeared in 16 trade publications.
Sales figures showed an increase of 55 per cent compared with the previous year.