Foxy Bingo unveils new #WhatTheFox campaign

Update February 2024

Sadly due to the The Committee of Advertising Practice (CAP) ruling that came into effect on October 1, 2022, Foxy Bingo is no longer allowed to work with glamorous Hollywood celebrities like Heather Graham. This has led to huge changes in bingo offers and the way they are advertised.

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Article from 2017

Who's that fox?

Foxy Bingo has undergone some major changes recently, culminating in the site launching a brand new marketing campaign.

#WhatTheFox is a new set of adverts that remove Foxy’s mask for the very first time. To the surprise of many, actress Heather Graham was selected to be the new face of the site.

Take a look at one of the new adverts through the link below:

Lights, Camera, Action! A first look at our brand spanking new advert before it airs on TV (don’t ever say we don’t spoil yer)! #FoxyBingo

— Foxy Bingo (@foxybingo) March 8, 2017

To accompany these adverts, Foxy Bingo and Foxy Casino have had a complete design overhaul, with new logos, promotions and a lot more Heather Graham.

Some of the choices on show are questionable to say the least (why is Foxy/Heather holding a fish in the site’s welcome offer promo?), but it’s certainly an interesting change. It will be interesting to see how Foxy expand on it in future.

One particular change that might raise a few eyebrows comes with Foxy Casino. Foxy (as a mascot) is nowhere to be seen on the site anymore; the branding is entirely focused on Heather Graham. Presumably, this is to appease a more stereotypical male casino audience.

Foxy Bingo and its owners GVC PLC have recently been in the news, after they made the decision to stop using affiliate marketing to promote the site. Several affiliate sites lost regular sources of income, and many have dropped coverage of all GVC sites.

It’s been an odd couple of weeks for Foxy Bingo then, but we’re interested to see how the site continues to adapt and evolve. It has been around for a long time, and bold changes like these could reinforce or break their bingo legacy - we’ll see what the future holds for the site.