Maryland Cookies, Burton’s Biscuit Co’s £50m*1 flagship brand, is going all out to encourage consumers to ‘Keep it Kookie’ in a major brand repositioning which plays on the fact that Maryland is ‘unashamedly different’.

Everything the brand does going forward, from the people it hires, to the adverts it makes, to the media it chooses and even the kookie cookies it aims to create, will be driven by its desire to act differently from anyone else in the market.

Backed by a £750,000 investment, Keep it Kookie will support the nation’s No.1 cookie*1 with a fully-integrated, digital-led marketing campaign, complemented by a new commercial which will run extensively across social channels including YouTube, Facebook and Instagram, and on prime-time TV.

The 360° campaign is set to reach over 14 million consumers, including 91% of core Maryland consumers almost seven times, heightening brand awareness and driving shoppers to fixture.

In addition, the Keep it Kookie commercial will be shown during Ant and Dec’s Saturday Night Takeaway on Saturday, March 6. ‘Aunt Deb’ (right) is the star of the show, arriving unexpectedly at a family home, inviting herself in before taking a seat and comically shimmying a Maryland Cookie from over her eye into her mouth, to everyone else’s amusement.

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The commercial will be used to seed the humorous ‘Maryland Cookie Race Challenge’ on TikTok, inviting consumers to challenge Aunt Deb and each other and sharing their fun experiences of moving a Maryland Cookie down their face into their mouth, using TikTok’s duet (video sharing) feature.

“Aunt Deb personifies Maryland Cookies’ new positioning,” says Burton’s Biscuit Co’s Marketing Director Kate Needham. “She’s a bit kookie, really engaging, and unashamedly herself in a way that is endearing to those around her. And like Maryland Cookies, she’s a bit of a talking point!”

A heavyweight digital focus will also feature what is thought to be a first for a UK biscuit brand, with Keep it Kookie images featuring on the GIPHY keyboard.

Fronted by a celebrity influencer, Maryland will also be seeding social content depicting wonderfully kookie characters who embrace and take pride in their kookie personality.

Needham also added how Keep it Kookie shows Maryland Cookies can stand apart from other biscuit brands, championing its points of difference and connecting with consumers in a playful way.

“The whole campaign celebrates the fact that Maryland Cookies are a little kookie, proud to be unlike any other biscuit and with a new brand positioning which reflects the fact that no two Maryland Cookies are the same.

“We’re confident that consumers will warm to the fact that we’re celebrating what makes us all different and having lots of fun in the process, especially at a time that is particularly challenging for us all. Keep it Kookie will be encouraging millions of others to do the same,” she said.

*1 Combined Read – Nielsen Scantrack (26.12. 2020) and Powerview (27.12.2020)

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