Burton’s Biscuit Company continues brand investment magic with new Maryland campaign

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. 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.

The campaign will run until mid-February and will be seen by 46 million individuals in the UK.

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 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.”

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.

Burton’s Biscuit Company is a leading branded and own label supplier of quality biscuits and snacks and is the number two-branded player and second largest biscuit supplier in the UK. It owns and bakes market-leading brands such as Maryland Cookies, Jammie Dodgers and Wagon Wheels, and bakes Cadbury’s chocolate biscuits under licence.

Headquartered in St. Albans, UK, the company operates manufacturing sites in Blackpool, Edinburgh and Llantarnam and employs over 2,000 people.

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

** IRI volume MAT to 22nd Dec 2012

Burton’s Biscuit Company

Tel: 01727 899700

www.burtonsbiscuits.com