Fox’s Burton’s Companies (FBC UK) is unveiling a fresh and improved look for their minis brand, Maryland, with the aim of boosting sales of their ‘Sweet Biscuits’ range. Backed by a multi-million-pound 360 campaign, this new packaging will prominently feature the different flavor variants and highlight the wide range of choices available. Retailers will also have the opportunity to create impactful in-store block branding, ensuring that the brand is unmissable for shoppers as they navigate the biscuit aisle.
Colin Taylor, the trade marketing director at FBC UK, expressed his enthusiasm for the evolution of Maryland’s brand identity, recognizing that the business is already renowned for its quality recipe, affordability, and distinctive packaging. However, FBC UK aims to go above and beyond in supporting retailers to capitalize on the available opportunity. Through consumer testing, it has been determined that the new packaging holds stronger appeal to shoppers and drives better purchase intent. FBC UK eagerly anticipates the response from both loyal and new customers, aspiring to bring families together over the original and beloved Maryland cookie.
To bring this brand restage to life, FBC UK has committed a substantial multi-million-pound marketing investment across various touchpoints. These include TV, social media, and in-store activations, all aimed at generating awareness and foot traffic for retailers across all channels. The new TV advertisement is set to hit screens starting from October 23, 2023.
