Northern Foods launches site for 'biscuit safety authority'

by James Quilter , Brand Republic 15-Sep-09, 11:15

LONDON - Northern Foods has launched a website as part of a £3m campaign warning consumers about the dangers of either eating or reaching for biscuits.

The site for the British Biscuit Advisory Board, which was created by Dig for Fire, warns consumers about "appetite control" and "biscuit storage".

It is tied in to an upcoming relaunch of Northern’s Fox's Rocky Biscuits brand.

A spokesman for Northern Foods said that although the site was tongue-in-cheek it was backed up by some serious research uncovered while gearing up for the relaunch of Rocky Biscuits.

Research by the Department of Trade and Industry found a large proportion of people suffered injuries while eating biscuits, such as scalding while dunking them in a hot drink.

Official groups for the BBAB have been created on Facebook, YouTube and Flickr.

The campaign will also span TV, radio, print and outdoor media activity.

Comments

Mark Wilson - 15/09/2009

Hahahahaa - is it April 1st? £3m for a website about biscuit safety? To be fair, I did recover recently from a dangerous bout of Bourbon Elbow and my wife has suffered from a chronic case of the Galloping Hob Nobs...

Neil Bradley - 15/09/2009

That website is terrible. It's very amateurish. Could of been done a lot better.

Matt Saunders - 15/09/2009

Very True Neil, Good idea, but \(so far) poorly executed.

amanda searle - 15/09/2009

Brilliant! But why hasn't the DoH done this for all processed foods?

Jocelyn Kirby - 15/09/2009

The BR news story is so much better than the site itself! Great idea, could have been better executed I think...

James Quilter - 16/09/2009

Yes the site does have a certain 'done it at home' quality about it. Northern Foods weren't giving away much when I spoke to them but it's basically going to be tied in to the Rocky campaign. So I would hope for Dig for Fire's sake that the bad site is intentional.