Burton’s delays TV campaign

Burton's Biscuit Company
Jammie Bakes is one of the products that were due for marketing this summer
  (Photo:  )

Burton’s Biscuit Company has delayed TV advertising campaigns that had been mooted to air this summer, British Baker understands. 

In March, Toby Baker, then director of sweet, told the magazine that the first-quarter launches of Jammie Bakes and Maryland Soft Baked would both be supported by TV ads this summer. The Maryland sub-brand was due to hit screens in June following a £3.5m investment, while ads backing Jammie Bakes were planned for July with a £3m investment.

Each new product was set to receive four to five weeks on screen in the summer before a “second burst” towards the end of the year or start of 2016.

British Baker understands that Baker has now moved to another position internally within Burton'sThe company has been contacted for further information.

Meanwhile, Burton’s has continued with other launches including the Cadbury Screme Egg in its forthcoming Halloween range, a peanut variety of its Maryland Gooeys range and the extension of its Cadbury Christmas biscuit lines, which it produces under licence for Cadbury.

It also announced a plan to extend its reach into the US with a partnership deal with International Food Associates to realise £66.1m-worth of business stateside; and appointed FMCG-experienced Ian Deste as its first managing director of UK and Ireland.

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