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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: 10 September 2018
RegionDieselLPGSuper ULUL
East134.6369.90141.35131.64
East Midlands133.97143.95130.99
London134.3864.90142.36131.76
North East133.47143.65130.41
North West134.04140.97130.80
Northern Ireland132.83136.90130.30
Scotland134.18139.12131.04
South East134.8464.90142.44132.11
South West134.4366.90140.71131.59
Wales134.01138.06130.94
West Midlands133.4569.90142.91130.79
Yorkshire & Humber133.2855.20142.31130.51

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