Fox's is back on TV for the first time in two years with a £5m campaign to back its new image as a "biscuit expert". The brand, which kicked off its relaunch with a packaging redesign and new premium variants last year, hopes the investment will help reinvigorate the £1.9bn biscuit market. The category was up 3.7% last year, but was outpaced by the 5.1% growth for own-label ranges. The new ad, created by the team behind The Chronicles of Narnia films, features an animated character called Vinnie who discusses his "favourite English biscuits". "We've worked really hard over the past year to relaunch the brand and position ourselves as a biscuit expert," said marketing and R&D director Mike Driver. The TV ads, breaking on 28 May, will be supported with billboards, online and in-store activity.