Skip to content
Search
AI Powered
Latest Stories

Maryland says ‘KEEP IT KOOKIE’ with new brand positioning

Maryland says ‘KEEP IT KOOKIE’ with new brand positioning

Maryland Cookies, Burton’s Biscuit Co’s £50m flagship brand, is going all out to encourage consumers to "Keep it Kookie" in a major brand repositioning which plays on the fact that Maryland is "unashamedly different".

Backed by a £750,000 investment, Keep it Kookie will support Maryland with a fully-integrated, digital-led marketing campaign, complemented by a new commercial which will run across social channels including YouTube, Facebook and Instagram, and on prime-time TV.


The 360˚ campaign is set to reach over 14 million consumers, including 91 per cent of core Maryland consumers almost seven times, heightening brand awareness and driving shoppers to fixture.

Maryland Export High Def

In addition, the Keep it Kookie commercial will be shown during Ant and Dec’s Saturday Night Takeaway on Saturday, March 6. "Aunt Deb" (right) is the star of the show, arriving unexpectedly at a family home, inviting herself in before taking a seat and comically shimmying a Maryland Cookie from over her eye into her mouth, to everyone else’s amusement.

The commercial will be used to seed the humorous "Maryland Cookie Race Challenge" on TikTok, inviting consumers to challenge Aunt Deb and each other and sharing their fun experiences of moving a Maryland Cookie down their face into their mouth, using TikTok’s duet (video sharing) feature.

“Aunt Deb personifies Maryland Cookies’ new positioning,” says Burton’s Biscuit Co’s Marketing Director Kate Needham. “She’s a bit kookie, really engaging, and unashamedly herself in a way that is endearing to those around her. And like Maryland Cookies, she’s a bit of a talking point!”

A digital focus will also feature what is thought to be a first for a UK biscuit brand, with Keep it Kookie images featuring on the GIPHY keyboard.

Fronted by a celebrity influencer, Maryland will also be seeding social content depicting wonderfully kookie characters who embrace and take pride in their kookie personality.

“The whole campaign celebrates the fact that Maryland Cookies are a little kookie, proud to be unlike any other biscuit and with a new brand positioning which reflects the fact that no two Maryland Cookies are the same," said Needham.

More for you

ADRIATICO limited edition expression with Planteray Rum

ADRIATICO limited edition expression with Planteray Rum

ADRIATICO is once again disrupting the amaretto category by expanding its portfolio, this time in the world of rum. ADRIATICO Amaretto today announces the launch of ADRIATICO Roasted Amaretto Planteray Rum Cask, a new limited edition amaretto made up of only 2,600 bottles, in collaboration with the prestigious rum producer.

This is the fourth limited edition ADRIATICO Amaretto release following the successful Heaven Hill Bourbon Cask, Caroni Rum Cask and Bonollo Grappa Cask expressions. The new limited edition expression ages ADRIATICO Roasted Amaretto for eight months in ex-Planteray Fijian Rum casks, creating an intense amaretto with nuances of classic rum flavours.

Keep ReadingShow less
Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s has unveiled its new ATL campaign, “Mix It Up”. The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.

Mix It Up is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert. With 36 per cent of drinkers currently pacing their consumption with soft drinks and 49 per cent of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.

Keep ReadingShow less
Jameson teams up with Admiral, for a tracksuit modelled by Kyle Jameson

Jameson teams up with Admiral, for a tracksuit modelled by Kyle Jameson

Irish Whiskey brand Jameson has been the English Football League's (EFL) main spirits sponsor for two seasons and is deeply entrenched in all aspects of the league, including player sponsorships. It has now signed up with Admiral to celebrate both brands' association with the beautiful game. They have worked closely together to create a full retro-inspired tracksuit in Jameson’s signature green, featuring key elements from Admiral’s world-famous designs for team performance wear, to create a slouchy royal green trackie ready prepped for pubs, presents, party games and freezing cold five-a-sides this Christmas.

Jameson shares a history rich with the beautiful game, so teaming up with an iconic heritage brand like Admiral felt like a natural fit, with the results speaking for themselves,” said Josh McCarthy, Brand Director for Pernod Ricard UK. “A classic tracksuit, from two classic brands, to look sharp after the match when buying your mates a round of Jameson, Ginger and Lime. Nostalgia is everywhere at the moment and growing up in Leicester, there was no shortage of Admiral tops in the park and at the local football clubs.”

Keep ReadingShow less
Customer design takes centre stage on new Rizla limited-edition paper

Customer design takes centre stage on new Rizla limited-edition paper

An eye-catching design created by a customer is bringing a unique appeal to a new limited-edition range of king-size slim papers from the iconic Rizla brand.

The Super Thin Silver papers from the UK’s favourite rolling papers brand* come in three exciting and colourful designs, which form a complete image when placed together.

Keep ReadingShow less
Forest Feast owner acquires Indie Bay Snacks

Forest Feast owner acquires Indie Bay Snacks

Snack manufacturer Kestrel Foods has acquired Indie Bay Snacks from Nurture Brands. The brand will join Kestrel Foods' award-winning portfolio of Forest Feast, ACTI-SNACK and Just Live a Little, continuing its trajectory to become a leading player in the snacking category.

Indie Bay Snacks offers consumers tasty and healthier savoury snacks within the grocery, travel and DTC channels. Its pretzel thins are a lighter, fun way to enjoy pretzels, with 70 per cent less fat than crisps.

Keep ReadingShow less