TV campaign supports ‘Gooeys’ biscuit range launch

Burton’s Biscuit Company continues to build on the investment behind its Power Brands with a new £1.5m TV advertising campaign for Maryland Gooeys. Following on from the successful Maryland ‘Mugs’ campaign launched in January 2013, the advertisement will introduce new mug characters to the cast as part of a significant, ongoing support package for the brand.

The campaign begins in the first week of July and will run for 6 weeks until 18 August. The advertisement will be seen by 88.5% of the UK population an average of 6.8 times. It is part of a strong support campaign for the brand, focusing on the launch of Maryland Gooeys in March this year, which is already seeing trial rates placing the new range in the top 5% of treat biscuit launches.  The TV campaign follows a significant instore activation campaign, and a consumer sampling activity will run during the TV campaign in key locations across the UK, giving 150,000 consumers the chance to try the new cookie.

The new advertisement sees different members of the charming animated mug family come together to experience the deliciousness of Maryland Gooeys for the first time, building on the tagline, “Bring a little Maryland magic to your cuppa”, which was introduced at the start of the year.

Stuart Wilson, chief marketing officer at Burton’s Biscuit Company said: “The new campaign will bring more magic to our TV screens this year by building on the successful and exciting launch of Maryland Gooeys. The solid investment behind the brand will ensure that Maryland retains its position as the nation’s favourite cookie, and reiterates our commitment to continued investment behind Burton’s Biscuit Company’s Power Brands.”