Burton’s Biscuit Company is announcing a brand new advertising campaign for its iconic £50m (Nielsen Scantrack 04.11.17) Maryland brand which will see the brand return to TV, supported by social media activity and in-store activation, with a £1m marketing budget.

Live from 4th February, the campaign will run until the end of June, with TV advertising running throughout February, supported by a social media campaign and activation in the convenience and impulse channels.

Retailers will benefit from high impact POS which will be accompanied by a major sales push for the brand in convenience.

The ‘What would you do for a Maryland?’ campaign taps into the nation’s love for cookies, centred on what people would do for a Maryland cookie when they enter the Maryland pop-up shop.

“Over the past 12 months - during what has been a challenging time for the biscuit market - Maryland has gone from strength-to-strength, with sales up 10% in the past year alone and growing three times faster than the total biscuit market*,” says Mandy Bobrowski, UK & Ireland marketing director at Burton’s Biscuit Company.

“We wanted to create a value behind the Maryland brand and found that our consumers would do almost anything for Maryland cookies, whether it’s rewarding themselves for taking the dog for a walk, or something more extreme. This campaign will not only champion our core 10g cookie, but will also drive sales of the wider portfolio including Maryland Mini’s – the no.1 Kids Mini brand – and our new Big & Chunky lines.

“It’s the year of the cookie, and retailers can look forward to growing sales with Maryland in 2018.”