Burton’s Biscuit Company continues to build on the investment behind its Power Brands with a new £1.5m TV advertising campaign for Maryland Gooeys, bringing even more magic to our TV screens. Following on from the successful Maryland ‘Mugs’ campaign launched in January 2013, the advertisement introduces new mug characters to the cast as part of a significant, ongoing support package for the brand.
You can watch the advert here: http://www.youtube.com/watch?v=IWkId4373Dc&feature=youtube
Maryland is the nation’s favourite cookie* and is valued at £46.7m, with 18% year-on-year growth*. The launch of Maryland Gooeys is the latest addition to the brand’s already strong portfolio, all of which is in growth.
The campaign began in the first week of July and will run for 6 weeks until 18th August. The advertisement will be seen by 88.5% of the UK population an average of 6.8 times. It is part of a strong support campaign for the brand, focusing on the incredibly successful launch of Maryland Gooeys in March this year, which is already seeing trial rates placing the new range in the top 5% of treat biscuit launches. The TV campaign follows a significant instore activation campaign, and a consumer sampling activity will run during the TV campaign in key locations across the UK, giving 150,000 consumers the chance to try the delicious new cookie.
The new advertisement sees different members of the charming animated mug family come together to experience the deliciousness of Maryland Gooeys for the first time, building on the tagline, “Bring a little Maryland magic to your cuppa,” which was introduced at the start of the year.
Stuart Wilson, Chief Marketing Officer at Burton’s Biscuit Company said: “The new campaign will bring more magic to our TV screens this year by building on the successful & exciting launch of Maryland Gooeys. The solid investment behind the brand will ensure that Maryland retains its position as the nation’s favourite cookie, and reiterates our commitment to continued investment behind Burton’s Biscuit Company’s Power Brands.”
Maryland is the number 1* cookie brand in the UK and is ranked the number 7* brand in the sweet biscuit category. In addition to Maryland Cookies, the range includes Maryland Big & Chunky Cookies, Maryland Mini Cookies, Maryland SnapJacks and new Maryland Gooeys.
* Source: Nielsen value sales Latest 52 w/e 25th May 2013.
Burton’s Biscuit Company
Tel: 01727 899700