We wanted to place the Ambers biscuit within an everyday indulgence context that women could enjoy. So, we decided to buy a racehorse (called Ambers, naturally), and invited our fans into its world. Through broadcast and in-store media, we asked people to sign up to Vinnie’s Facebook page to become members of his horse racing syndicate. Throughout the season syndicate members followed Ambers’ progress online, and as with any good syndicate, won biscuits whenever Ambers raced.

This campaign achieved both incredibly strong communication and business results. We recruited a new audience of fans for the brand with our Facebook community growing by over 50% (now nearly 300,000 fans) – many of whom became syndicate members. This enabled us to distribute over 50,000 biscuits as Ambers raced across the season, which in turn helped make this Fox’s most successful launch ever, achieving its target penetration of 2m households in under half the time forecast and from a first year target of 2.7m RSV, Ambers is forecast to hit £6m - over double expectations.