Burton’s Biscuit Company-owned Maryland is set to return to TV this February.

The ‘What would you do for a Maryland?’ campaign, which cost £350,000, will premier during ITV’s The Voice on Saturday 1 January in a ‘prime time Saturday night’ slot. It will also be supported by social media activity.

The advert asks what people would do for a Maryland cookie – a question which the brand asked the nation last spring, in a UK-wide search for the official Maryland cookie taster. More than 300 people applied, some of whom pledged to climb Everest, walk 1,000 miles or attend a festival dressed as a Cookie Monster for the chance to eat their way through Maryland’s entire product range.

Maryland, which according to analysts Nielsen is worth £46m, reported a sales uplift for the 10g cookie championed in the advert when it previously aired in February 2018. Sales also improved for its wider portfolio including Maryland Big & Chunky and Maryland Minis.

In December last year Burton’s launched its ‘Under 100 Cal Club’, designed to help consumers make an informed choice by offering bite size and individual portions of biscuits.