Fox’s Burton’s invests in a multi-million pound marketing campaign for Maryland cookies

By Bethan Grylls

- Last updated on GMT

A still taken from the new Maryland Cookies TV advert. Credit: Maryland Cookies
A still taken from the new Maryland Cookies TV advert. Credit: Maryland Cookies

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The manufacturer of the cookie and mini biscuits brand is launching a 360-marketing campaign, including social and in-store campaigns and a new TV advert, as it debuts new-look packaging.

Maryland cookies already has strong foundations, with retail sales value increasing by 18% year-on-year, now worth £63m.

Following £2.7bn worth of retail sales in ‘sweet biscuits’ last year, the brand is now embarking on a ‘restage’, which will highlight opportunities for retail to increase sales through a range of marketing touchpoints.

Solidifying its family-focused brand positioning, its new TV advert is set to reach 62% of Maryland cookie’s target audience.

The advert also displays the new, enhanced packaging, complete with the signature shiny red and yellow branding. As part of this strategy, packaging has been designed so that flavour differentiation will be easier to identify. The cookie brand also hopes this will help flag the breadth of choice.

“The Maryland cookies restage is a significant investment for FBC UK,”​ commented Colin Taylor, FBC UK trade marketing director. “To make the launch a success with shoppers and retailers, our brand-new TV advert cements Maryland as a firm ‘family favourite’ highlighting its broad taste appeal.

“To reach our target audience, we have covered all bases with a multi-million 360-marketing campaign with both online and in-store activations to create maximum awareness and impact for our new visual identity.”

Maryland’s in-store marketing includes aisle takeovers across hundreds of stores. Consumers will be greeted by displays and point of sale materials, such as aisle arches and flags, shelf strips, floor stickers, and branded baskets and trolley panels.

Alongside in-store advertising, major retailers will also support the Maryland cookies restage through digital advertising on social media, apps and websites. Convenience stores will also have online and in-store activations advertising, displayed through window posters and till screens, alongside social media marketing.

Meanwhile, cocoa processor and chocolate manufacturer, Barry Callebaut, has announced a newly created position, with Amr Arafa to take on the role of chief digital officer next year.

Related topics Processing & Packaging Biscuits

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