Maryland Cookies is bringing back its Keep it Kookie campaign later this month.
Keep it Kookie, which was launched by Burton’s Biscuit Co last year as part of a major brand repositioning, celebrates individuality.
The four-week £750,000 campaign, which launches on 19 April, leads with TV and is amplified with in-store and online activation. The brand is also launching a Keep it Kookie microsite, where consumers will be encouraged to ‘Share Your Kookie’ and vote for their favourite kookie quirks.
Burton’s Biscuit Co’s Marketing Director Kate Needham said: “This year’s evolution of Keep it Kookie highlights that just like Maryland Cookies, no two people are the same. We’re asking shoppers to join us in shouting about what makes us all different – because when we’re open about our kookiness, it’s liberating.”
The campaign coincides with the launch of a new pack design, created to modernise the brand and introduce Keep it Kookie onto packs.
Maryland has also made its entire core cookies range under 100 calories per portion (two biscuits) with the brand’s choc chip product now only 97 calories per serving.
Needham added: “Shoppers are looking to meet their portion-control requirements with new products outside the traditional ‘healthy’ sphere that still meet their indulgence needs.
“Our plans this year show that Maryland Cookies can stand apart from other biscuit brands. We’re proud to be a cookie in a world of biscuits and we want to shout about our kookiness. We’re confident the campaign will bring new shoppers into the category and drive frequency with current shoppers.
“Now more than ever, shoppers are looking for little moments of joy, and retailers should take this opportunity to stock up on Maryland Cookies.”
