This report shows how advertising halted a sales decline for Fox’s Rocky biscuits. Until October 2003, healthy eating trends were impacting heavily and sales were in rapid decline. Fox’s TV campaign recognised the fact that we don’t all watch TV in the same way and that media planning insights can better target consumers in the right mood or viewing environment, in this case, shared viewing occasions where the brand engaged with 8–11 year olds and their mums.

Rocky’s sales increased relative to trends in the rest of the sector and Rocky’s performance in previous years, alongside an increase in audience penetration, market share, spontaneous brand awareness and propensity to buy amongst the target audience. Sales increases were significantly greater in the regions the TV advertising ran versus non-TV regions. The return on investment delivered by the campaign was as much as 1:3. This paper clearly proves how TV drove greater awareness, propensity to purchase, growth in audience penetration, market share and sales.

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