Maryland returns to TV searching wannabe cookie tasters

Burton’s Biscuit Company has announced the return of its ‘What would you do for a Maryland?’ campaign to the TV screens in February, backed by social media activity.

The TV commercial, part of the £350,000 campaign, will premiere with ITV’s ‘The Voice’ during prime time Saturday night viewing on 1 February, alongside other popular programmes including ‘Take me out’ and ‘Celebrity Juice’.

Burton’s said the brand penetration increased by 50 percent when the TV campaign aired previously, driving sales for the 10g cookie championed in the commercial and across the wider portfolio including Maryland Big & Chunky lines and Maryland Mini’s.

The spot asks the question - What would you do for a Maryland? – to wannabe official Maryland cookie tasters. In spring last year, the campaign reached over 65 percent of the brand’s core audience - women aged 16-35 and attracted 300 applications.