Shaken & Stirred - Influential Brand Profiling and Positioning

Video – new £1.1m TV advertising campaign for Maryland Cookies

Burton’s Biscuit Company, a leading player in the UK biscuit market, continues to increase investment behind its Power Brands with a new £1.1m TV advertising campaign for Maryland Cookies.

Watch the video.

Maryland is the nation’s favourite cookie*, with the Maryland brand enjoying a whopping £7.5m growth in value** in the last year, to become the sixth biggest brand in sweet biscuits.

Will Corry‘s insight:   Is there any profit potential in biscuits? Score 73

The campaign launches today, on the 21st January 2013 with an ITV spot during Coronation Street. It will run for four weeks and be seen by 46 million individuals in the UK. It is the brand’s first advertising activity since May 2010.

The new advertising introduces a group of charming, characterful, talking mugs who sing the praises of Maryland Cookies’ delicious choc chips. The campaign reflects the brand’s warm, friendly personality and introduces a new tag-line, “bring a little Maryland magic to your cuppa”.

Designed by VCCP, the loveable animated mug creative was born from the insight that everyone has a similar assortment of misfit mugs in their cupboard at home imbued with family memories, reflecting Maryland’s warm and friendly personality.

Stuart Wilson, Chief Marketing Officer, Burton’s Biscuit Company said, “The new campaign for Maryland Cookies will bring a little magic to our TV screens this year. The strong investment behind Maryland will further cement this well-loved brand’s position as the nation’s favourite cookie, and builds on our commitment to on-going investment behind Burton’s Power Brands.”

As well as TV, media planning by UM London includes the cookie brand using Video on Demand for the first time.

Maryland is the number 1 cookie brand in the UK and is ranked the number 6 brand in the sweet biscuit category. In addition to Maryland Cookies, the range includes Maryland Big & Chunky Cookies, Maryland Mini Cookies and Maryland SnapJacks.

* Source: IRI volume and value sales of cookies in the UK for 52 wks w/e 22nd Dec 2012

** Source: IRI volume MAT to 22nd Dec 2012


Leave a Comment