Fox’s Burton’s Companies (FBC) has launched a multi-million-pound marketing campaign to debut the new look packaging for its Maryland cookies brand.
The campaign includes a TV advert that is set to reach 62% of Maryland cookie’s target audience. It is set in a family home where the “crunchy crumbly texture” of Maryland Cookies is celebrated alongside the abundance of chocolate chips.
The advert displays the new, enhanced packaging, complete with the signature shiny red and yellow branding, which the brand is known for. As part of the revamp, flavour differentiation has been made easier for shoppers, with the new packaging spotlighting the variant front and centre on pack.
Meanwhile, Maryland’s in-store activation uses aisle takeovers across hundreds of stores to drive awareness. Consumers will see displays and point-of-sale materials, including aisle arches, aisle flags, shelf strips, floor stickers, branded baskets, and branded trolley panels.
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.
Colin Taylor, 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.”
NAM Implications:
- FBC is patently pulling out all the stops for this initiative.
- Rivals might benefit from anticipating that all moves will have the planned impact…
- …and conduct what-ifs re relative competitive appeal on that basis.
