Maryland Cookies are to be the focus of Burton’s Biscuit Company’s latest advertising campaign, with £1.1m to be invested behind the ‘power brand’.

The biscuit brand has seen £7.5m value growth in the past year, according to Burton’s, and is now the sixth-biggest brand in sweet biscuits.

The new television advertising campaign, which features the new tagline “Bring a little Maryland magic to your cuppa”, launched on Monday (21 January) night on ITV. It will run for four weeks, and is the brand’s first advertising activity since May 2010.

Stuart Wilson, chief marketing officer, Burton’s Biscuit Company, said the investment would further cement Maryland’s position as the number one cookie in the UK, and builds upon the firm’s commitment to ongoing investment behind its power brands.