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’. Everything the brand does going forward, from the people it hires, to the adverts it makes, to the media it chooses and even the kookie cookies it aims to create, will be driven by its desire to act differently from anyone else in the market. Backed by a £750,000 investment, Keep it Kookie will support the nation’s No.1 cookie with a fully-integrated, digital-led marketing campaign, complemented by a new commercial which will run extensively across social channels including YouTube, Facebook and Instagram, and on prime-time TV.
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