Today sees the launch of a new  £1.1m TV campaign for Maryland Cookies from VCCP, and the introduction of a new strapline for the brand, 'Bring a little Maryland magic to your cuppa'.

The new campaign, the first for the brand in three years, aims to increase penetration of Maryland's core cookies by promoting the brand's taste and quality credentials and linking Maryland cookies with a cuppa.

The campaign introduces a group of loveable talking mugs who sing the praises of Maryland Cookies' delicious choc chips. Born from the insight that everyone has a similar assortment of misfit mugs in their cupboard at home, all imbued with memories and meanings, the creative perfectly reflects the brand's warm and friendly personality.

Stuart Wilson, Chief Marketing Officer, Burton's Biscuit Company said, "The new campaign for Maryland Cookies will bring a little bit of magic to our TV screens this year starting in January. The strong investment behind Maryland will further cement this well-loved brand's position as the nation's favourite cookie, and builds on our commitment to on-going investment behind Burton's Power Brands."

Ed Maxwell, Account Director at VCCP, said, "Our talking mugs should charm their way into the nation's heart and remind families to choose Maryland next time they put the kettle on."

Maryland is the nation's favourite cookie, with the Maryland brand enjoying a whopping £7.5m growth in value in the last year, to become the sixth biggest brand in sweet biscuits. The campaign launching today will run for four weeks and will be seen by 46 million individuals in the UK.

The TV ads were created by Mark Orbine, Jermaine Hillman and Paul Kocur. They were directed by Geoffroy de Crecy. Media was planned and bought by Universal McCann.

Creds

Project name: Maryland Cookies
Client:  Burton's Biscuit Company
Brief: Drive penetration of Maryland cookies
Creative agency: VCCP
Agency Producer:  Betsy Kelly
Creative Director: Mark Orbine
Copywriter: Jermaine Hillman
Art director: Paul Kocur
Planner: Simon Gregory
Media Agency: Universal McCann
Media planner: Sophia Durrani
Production Company:  Friend
Director: Geoffroy de Crecy
Post-production: Digital District
Audio post-production: Jungle
Exposure: Nationwide

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For further information please contact Stephanie Brimacombe - Group Marketing Director at VCCP on 07702 523042,  stephanieb@vccp.com or visit www.vccp.com

Notes to editors:

VCCP Partnership is an integrated communications agency, founded in 2002 on the principles of simplicity, collaboration, un-preciousness and integration around ideas rather than channels. VCCP, which operates in London, Berlin, Prague, Madrid and Sydney, has built a reputation for work that works.

Clients include O2, comparethemarket.com, easyJet, Coors Light, More Than, Saga, BetVictor and Jammie Dodgers.

Some Recent activities include:

• Winning Marketing's Advertising Agency of the Year 2011
• Winning Marketing Weeks' Agency of the Year 2010
• Winning Marketing Magazine's Advertising Agency of the Year 2009
• Campaign Big Awards Gold for Best Film Campaign, 2011 - More Than Freeman
• Gold Marketing Society Award for Long term Excellence, 2011 - O2
• Gold Marketing Society Award, 2011 - O2
• Gold Marketing Society  Star, 2011 - Standard Life
• Gold Effie, 2011 - O2 Prague

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