Burton’s banks on major Maryland marketing campaign

A major new TV ad campaign has been confirmed by Burton’s Biscuit Company for its iconic £50m Maryland brand which hits screens this week.

The £1 million initiative is live until the end of June, with screen advertising running throughout February, supported by a social media campaign and activation in the convenience and impulse channels.

Retailers will benefit from high impact POS which will be accompanied by a major sales push for the brand in convenience.

The ‘What would you do for a Maryland?’ campaign taps into the nation’s love for cookies, centered 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,” says 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.”

The news of the brand’s return to TV follows an exciting year for Maryland. In 2017, Burton’s announced that the brand would undergo a major pack refresh across the entire range which, in addition to range rationalisation, has driven growth and modernised the brand.

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