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product news: Burton's backs Maryland brand

John Wood ·

Burton’s Biscuit Company is announcing a new advertising campaign for its £50m Maryland brand which will see it return to TV, supported by social media activity and in-store activation, with a £1m marketing budget.

From 4 February the campaign will run until the end of June, with TV advertising running throughout February, supported by a social media campaign and activation in the convenience and impulse channels.

POS will be available for the brand in the convenience channel.

The ‘What would you do for a Maryland?’ campaign is centred on what people would do for a Maryland cookie when they enter the Maryland pop-up shop.

“Over the past 12 months – during what has been a challenging time for the biscuit market – Maryland has gone from strength-to-strength, with sales up 10% in the past year alone and growing three times faster than the total biscuit market,” said Mandy Bobrowski, UK & Ireland marketing director at Burton’s Biscuit Company.

“We wanted to create a value behind the Maryland brand and found that our consumers would do almost anything for Maryland cookies, whether it’s rewarding themselves for taking the dog for a walk, or something more extreme. This campaign will not only champion our core 10g cookie, but will also drive sales of the wider portfolio including Maryland Mini’s – the no.1 Kids Mini brand – and our new Big & Chunky lines.

“It’s the year of the cookie, and retailers can look forward to growing sales with Maryland in 2018.”

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Weekly retail fuel prices: 2 September 2019
RegionDieselLPGSuper ULUL
East132.3563.90140.80128.93
East Midlands132.1271.23141.73128.82
London131.70142.12129.26
North East130.66140.60128.17
North West131.39140.18128.47
Northern Ireland129.03134.10126.35
Scotland131.70139.60128.79
South East132.7358.90141.28129.68
South West131.9563.90140.12128.70
Wales130.9855.70137.19127.82
West Midlands131.6066.90140.32129.05
Yorkshire & Humber131.2384.90140.57128.52

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