Talking Retail Grocery and product news for independent retailers
Maryland cookies is launching a multi-million-pound marketing campaign to debut its new look packaging. The 360-marketing campaign, across multiple touchpoints, aims to drive brand awareness and ensure the restage is unmissable.
On TV screens now, the TV advert is set to reach 62% of Maryland cookie’s target audience. Solidifying its family-focused brand positioning, the TV advert is set in a family home where the iconic “crunchy crumbly texture” of Maryland Cookies is celebrated alongside the abundance of chocolate chips, with the cookie being snapped in half.
The advert also displays the new, enhanced packaging, complete with the signature shiny red and yellow branding which is already known and loved by generations. As part of the restage, any flavour differentiation has also been made easier for shoppers to find, with the new packaging spotlighting the flavour variant front and centre on pack, also showing the breadth of choice available.
Colin Taylor, Fox’s Burton’s Companies UK (FBC UK) trade marketing director commented: “The Maryland cookies restage is a significant investment for FBC UK. To make the launch a success with shoppers and retailers, our brand-new TV advert cements Maryland as a firm ‘family favourite’ highlighting its broad taste appeal. To reach our target audience, we have covered all bases with a multi-million 360-marketing campaign with both online and in-store activations to create maximum awareness and impact for our new visual identity.”
Alongside in-store advertising, major retailers will also support the Maryland cookies restage through digital advertising on social media, apps and websites. Convenience stores will also have online, and in-store activations planned with social media, window posters and till screens showcasing the Maryland cookies restage.
