NPD AND MEDIA
PICKS OF THE WEEK – MARYLAND COOKIES
MARYLAND RELAUNCHES KOOKIE CAMPAIGN The brand is also unveiling a new look and has made its entire core cookies range under 100 calories per portion.
Maryland Cookies is bringing back its Keep it
kookiness, it’s liberating.” The campaign coincides
Kookie campaign later this month. The campaign,
with the launch of a new pack design, created to
which was launched by Burton’s Biscuit Co last
modernise the brand and introduce Keep it Kookie
year as part of a major brand repositioning,
onto packs.
celebrates individuality.
Maryland has also made its entire core cookies
The four-week £750,000 campaign, which
range under 100 calories per portion (two biscuits)
launches on 19 April, leads with TV and is amplified
with the brand’s choc chip product now only 97 cal-
with in-store and online activation. The brand is
ories per serving. Needham added: “Shoppers are
also launching a Keep it Kookie microsite, where
looking to meet their portion-control requirements
consumers will be encouraged to ‘Share Your
with new products outside the traditional 'healthy'
Kookie’ and vote for their favourite kookie quirks.
sphere that still meet their indulgence needs.
Burton’s Biscuit Co’s Marketing Director Kate
“Our plans this year show that Maryland Cookies
Needham said: “This year’s evolution of Keep it
can stand apart from other biscuit brands. We’re
Kookie highlights that just like Maryland Cookies,
proud to be a cookie in a world of biscuits and we
no two people are the same. We’re asking shop-
want to shout about our kookiness. We’re confident
pers to join us in shouting about what makes us
the campaign will bring new shoppers into the cat-
all different – because when we’re open about our
egory and drive frequency with current shoppers.
WEDNESDAY 13TH APRIL 2022 / ISSUE 100 / SLRMAG.CO.UK I 27
