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.”