RPM promotes relaunch of Phileas Fogg crisps

RPM has been appointed by United Biscuits to support the image overhaul of the Phileas Fogg brand and promote its products with a nationwide in-store campaign.

United Biscuits relaunched its Phileas Fogg brand of crisps and snacks in January with a packaging redesign and is due to launch a GBP2m television advertising campaign in March.

Although never officially withdrawn from the market, United Biscuits has not actively promoted the brand for several years.

RPM has been selected to help drive awareness and build brand equity through shopper engagement in-store.

The brand proposition 'Authentic tastes from around the world' will be focused on the 'adult premium sharing' segment for its campaign target.

The in-store promotion will roll out across Tesco, Sainsbury's and Morrisons in March, with other retailers to follow later in the year.

The activities are tailor-made for each brand of supermarket in line with its own demographics and objectives.

For example, Tesco will offer round-the-world trip prize incentives and at Morrisons there will be a daily cash prize.

The campaign will also be rolling out to independent stores: MACE, Super Shop and Your Stores will include activity promotion with an online mechanic to win an invite to a local store, where consumers will be tasked to find a Phileas Fogg balloon to win either a hot-air balloon ride for four or a deluxe food hamper.

Kingsley Taylor, account director at RPM, said: 'United Biscuits has relaunched its Phileas Fogg crisps brand in order to occupy the growing premium crisps segment.

'Our task is to create a strategic platform around the brand and its range of flavours to engage the consumer at point of purchase.

'Our planning and creative teams have worked closely with Phileas Fogg to develop a set of strategic brand guidelines in line with the rebrand for each channel to use: grocery, impulse and wholesale.

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