DigForFireDMG has teamed up with London based creative agency Mother to work with Fox’s Biscuits on a new campaign fronted by its character Vinnie the Panda.

Vinnie will now be introduced into a digital campaign having recently been used to front a £7million integrated campaign.

This project will see Vinnie used across a range of media including a new website, while he will also blog ‘live’ on social networking sites Facebook and Twitter.

The new website will allow users to create and distribute a bespoke audio or video message from Vinnie to friends and colleagues via Facebook, Twitter, email and MMS, while the online applications will diarise Vinnie’s guest appearances in the UK as he visits during a series of ‘business trips.’

Jonathan Fletcher, digital account director at DigForFireDMG, explained: “Vinnie is a strong character and his development works well across a range of media, so these applications will help to increase engagement between Vinnie and Fox’s target consumers.  Vinniesays.com gives Vinnie a purpose and role, allowing us to build more of a story and presence.  It also creates space for future Vinnie-led activity.”

Mike Driver, Fox’s marketing director, continued: “We are extremely excited to be witnessing Vinnie’s evolvement online. When Vinnie first hit TV screens, Fox’s sales increased by over £4.3m at RSV, so we know shoppers really respond to him. The digital campaign is set to both complement and bolster our above-the-line activity by amplifying Vinnie’s persona and really bringing alive his sense of humour, as well as reaching wider audiences at new and varied touchpoints.”