KP to revamp ad work and packs for Phileas Fogg

KP Foods is undertaking a radical overhaul of its Phileas Fogg

premium snack food brand that will remove the Phileas Fogg character

from its advertising and packaging.

The company will relaunch the brand in May with a multi-million pound

above-the-line campaign by Publicis.

Rob Devonport, marketing controller at KP Foods, with overall

responsibility for the brand, is to inform his sales force of the plans

in January.

He said: "The Phileas Fogg name has tremendous value and heritage, but

we need to make the brand much more relevant to today's audience and

bring innovation to the product and packaging. It will be a complete

overhaul of the brand and its positioning."

Devonport joined KP Foods last month from Bulmers, where he was

marketing manager.

The company is currently having photographs taken for the new packaging

in Mexico.

Phileas Fogg makes a number of packaged snacks such as tortilla


Its most recent product launches have been New York Deli Mix and Thai



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