Burton’s Biscuit Company Continues Brand Investment
Burton’s Biscuit Company, a leading player in the UK biscuit market, continues to increase investment behind its ‘power brands’ with a new £1.1 million TV advertising campaign for Maryland Cookies. Maryland is the nation’s favourite cookie, with the Maryland brand enjoying a whopping £7.5 million growth in value in the last year, to become the sixth biggest brand in sweet biscuits.
The campaign launched 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’.
Stuart Wilson, Chief Marketing Officer, Burton’s Biscuit Company, says: “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.
