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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.”

Keywords:

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Weekly retail fuel prices: 11 February 2019
RegionDieselLPGSuper ULUL
East129.19130.05120.11
East Midlands128.65131.85119.33
London129.24131.37119.84
North East127.7068.90130.13117.97
North West128.32130.18118.59
Northern Ireland127.09126.23118.23
Scotland128.8953.70129.16118.91
South East129.5158.90131.97120.32
South West129.0567.90129.30119.93
Wales128.13126.45118.37
West Midlands128.4366.90133.17119.18
Yorkshire & Humber128.09132.66118.58

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