21 January 2013 - 5:07pm | posted by | 4 comments

Maryland Cookies unveils £1.1m campaign with VCCP

Burton’s Biscuit Company has announced that its Maryland Cookies brand will unveil a new advertising campaign tonight during Coronation Street.

Created by VCCP, the £1.1m TV advertising campaign is set to run for four weeks and introduces new tagline “bring a little Maryland magic to your cuppa”.

Stuart Wilson, chief marketing officer, Burton’s Biscuit Company, said: “The new campaign for Maryland Cookies will bring a little magic to our TV screens this year. The strong investment behind Maryland will further cement this well-loved brand’s position as the nation’s favourite cookie, and builds on our commitment to on-going investment behind Burton’s Power Brands.”

As well as TV, media planning by UM London includes the brand using Video on Demand for the first time.

This is the brand’s first advertising activity since May 2010.


21 Jan 2013 - 17:39
Force-7's picture

What a wonderful little advert! And though it may seem relatively simple in concept, it looks like a lot of thought has gone into its design.

Giving the main mug characters a range of strong accents, such as the well-spoken dinosaur and Geordie workman, adds extra British warmth, and the new tagline may subtly lead us to imagine Maryland as a place, rather than a brand. Granted, Maryland is a US state, but the idea of "Maryland magic" conjures up images of biscuits growing on trees, which is very attractive and encourages us to share in the enjoyment.

Being aired during Coronation Street is also brilliant - early evening is the perfect time to pop the kettle on and indulge in a few biccies, and this advert will no doubt make a few people jump up and head for the kitchen before Norris reappears on the screen, complaining about the price of stamps.

It's certainly worked on us. We're going to stock the Force-7 kitchen with Maryland cookies first thing tomorrow!

23 Jan 2013 - 14:39
humdrum's picture
23 Jan 2013 - 15:27

@humdrum Well, each to their own. At the end of the day, if a 30-second advert for biscuits can bring a little smile to your face, I'd say you're onto a good thing. ;-)

24 Jan 2013 - 10:21
TontonZolaMoukoko's picture

I'm interested, what did they spend the £1.1m on?


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