Recipe 'Keeps it Kookie' in Quirky Campaign for Maryland Cookies

Burton’s Biscuits brand, Maryland Cookies, launches new campaign to encourage consumers to ‘Keep it Kookie’ with an integrated campaign that includes a TV ad that will run on prime-time TV and extensively across social channels including YouTube, Facebook and Instagram.

As a cookie in a world of biscuits, Maryland Cookies (The nations favourite cookie) Is proud to be a bit of an outsider, they are proud that they are made differently and act differently to other biscuit brands. Created by Recipe, the campaign is a call to arms to ask our nation of biscuit lovers to ‘KEEP IT KOOKIE’ and to prove the point, in the 30 second TV ad we see our much loved but unashamedly different lead character, Aunt Deb, turn up to a family home uninvited - with a Maryland Cookie for an eyepatch. (Because she can.)  When questioned, she proceeds to show us all how a Maryland Cookie should be eaten. It’s unashamedly ‘Kookie’ and so should Maryland Cookie customers be too.

The TV theme continues on TikTok, where the nation is encouraged to show their Kookie ways of eating Maryland Cookies #KookieFaceRace.

Matt Waller, creative director at Recipe said: “ If there’s one thing we’ve all learnt this last year it is that we should appreciate all of the wonderful quirks and individuality this world has to offer. So let’s stay calm and ‘KEEP IT KOOKIE’ with Maryland Cookies.”

Burton’s Biscuit Co’s marketing director, Kate Needham said, “Aunt Deb personifies Maryland Cookies’ new positioning. She’s a bit kookie, really engaging, and unashamedly herself in a way that is endearing to those around her. And like Maryland Cookies, she’s a bit of a talking point!

“Keep it Kookie shows Maryland Cookies can stand apart from other biscuit brands, championing its points of difference and connecting with consumers in a playful way.

“The whole campaign celebrates the fact that Maryland Cookies are a little kookie, proud to be unlike any other biscuit and with a new brand positioning which reflects the fact that no two Maryland Cookies are the same.

“We’re confident that consumers will warm to the fact that we’re celebrating what makes us all different and having lots of fun in the process, especially at a time that is particularly challenging for us all. Keep it Kookie will be encouraging millions of others to do the same”.