Maryland returns to TV screens

Burton’s Biscuit Company is announcing the return of its ‘What would you do for a Maryland?’ campaign to the nation’s TV screens in February, with the £46m*1 brand also being backed by social media activity and retailer activation.

The £350k campaign breaks on 1st February, with the TV commercial premiering with ITV’s ‘The Voice’ during prime time Saturday night viewing, alongside other popular programmes including ‘Take Me Out’ and ‘Celebrity Juice’.

The ‘What would you do for a Maryland?’ TV campaign taps into the nation’s love for cookies, centred on what people would do for a Maryland cookie. In spring last year (2019), the brand put this question to the nation in a UK wide search for an official Maryland cookie taster. The campaign reached over 65% of the brands core audience – women aged 16-35, and attracted 300 applications, with wannabe cookie tasters pledging to climb Everest, walk a 1000 miles, attend a festival dressed as a Cookie Monster and lots more, proving that Maryland Cookies consumers really would do almost anything for a Maryland!

The news of the brand’s return to TV coincides with the launch of a ‘Cookies & Cream’ variant of the popular 10g cookie, bringing joy and excitement to the everyday treat occasion. Featuring a contrasting dark bitter cocoa dough with creamy white chocolate chips, Maryland Cookies & Cream will be available in ASDA from Monday 13th January before rolling out across the grocery channel.

Source:

*1: Nielsen data to 31.11.2019

*2: Nielsen/Kantar data to May 2018