Fox's stumped up £1.3m for its A Little Less Ordinary TV campaign to demonstrate there is nothing everyday about its biscuits. A series of ads featured the company's biscuits being handed out as gifts thanks to their premium quality. According to owner Northern Foods, things that make them special include the extra butter that goes into its Viennese biscuits, the extra chocolate used to make its Extremely Chocolatey cookie and the extra five minutes in the oven that give the crunch in the Crinkle Crunch.