Multi-million-pound campaign launches interactive ‘Colour Me In’ packs and encourages shoppers to ‘Live Life in Full Colour’
Fox’s Burton’s Companies (FBC) has unveiled a bold new look for its iconic Party Rings brand, rolling out refreshed packaging across the full range this summer. The redesigned packs – developed to improve shelf standout and engage a modern audience – feature vibrant ‘Colour Me In’ illustrations that invite playful interaction.
Party Rings remains a beloved household favourite in the UK, worth over £20 million¹ and supported by a strong repeat purchase rate of 56%.²
As part of the restage, the Party Rings biscuits themselves have also been updated, now featuring a newly moulded base to enhance visual appeal.
The packaging refresh, designed in partnership with creative agency Coley Porter Bell, began appearing on shelves in stores May 2025. With packs now widely available, FBC is investing over £1.5 million in a high-impact above-the-line campaign under the platform ‘Live Life in Full Colour’, featuring bright creative developed with McCann Manchester.
The campaign brings joy, colour, and imagination to the forefront of everyday life, positioning Party Rings as the biscuit that brightens the mundane. Through light-hearted moments of fun, the brand invites consumers to see the world differently — transforming the familiar into something delightfully unexpected. Running across OOH, radio and bus wraps throughout the summer, the campaign is expected to reach 85% of Party Rings’ core audience.
David Hebson, Trade Marketing Director at FBC, said:
“Party Rings is already one of the UK’s most iconic biscuit brands. For over 40 years, those bright blue packs and pastel icing have brought a sense of joy to British households. Now, we’re giving the brand the investment it deserves — bringing it to life in bold, colourful ways that celebrate imagination, creativity, and fun.
And it doesn’t stop at packaging. Our brilliant development team has channelled that same spirit into a wave of exciting NPD, including our limited-edition Strawberry flavour and the playful new Under the Sea Minis format.”
The redesigned Party Rings range is now on shelves nationwide, supported by the new ATL campaign.
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