• Maryland is back on TV with its successful Keep it Kookie campaign
  • The No. 1 cookie brand unveils a fresh new look
  • The £52m brand*1 relaunches core range at under 100 calories per serving

The nation’s No. 1 cookie brand*1, Maryland Cookies, is bringing back its successful Keep it Kookie campaign. Launched by Burton’s Biscuit Co last year as part of a major brand repositioning? for the £52m flagship brand, Keep it Kookie celebrates individuality, and the fact that Maryland is ‘unashamedly different’ – rooted in the fact that no two Maryland Cookies are ever exactly alike!

The four-week £750,000 campaign leads with TV and is amplified with in-store and online activation. Launching on 19th April 2022, it will reach 14.2 million consumers three times. The brand is also launching a Keep it Kookie microsite, where consumers will be encouraged to ‘Share Your Kookie’ and vote for their favourite kookie quirks.

“Consumers loved Aunt Deb, the star of the TV ad. The feedback we received from our shoppers was brilliant, with 92% of families describing the advert as “entertaining”, so it was only right she makes a comeback. It appears we all have an Aunt Deb in the family,” adds Kate.

“Like Maryland Cookies, she’s not afraid to stand out from the crowd, she’s proud to be unique.”

Maryland has also made its entire core cookies range under 100 calories per portion (two biscuits) with the brand’s choc chip product now only 97 calories per serving.

“Shoppers are looking to meet their portion-control requirements with new products outside the traditional ‘Healthy’ sphere that still meet their indulgence needs,” says Kate.

*1 Sweet Biscuits, Combined Read Value Sales: Nielsen Scantrack 29.01.2022. Total Coverage including Discounters and Kantar (23.01.22) Total Value Channel

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