Burton’s Biscuit Company has launched a £1m advertising campaign for its Maryland brand.

Running from 4 February until the end of June, the ‘What would you do for a Maryland?’ TV push would tap into the nation’s love for cookies, said the supplier.

The campaign is centred on what people would do for a Maryland cookie when they visited a pop-up shop.

“We wanted to create a value behind the Maryland brand and found that our consumers would do almost anything for Maryland cookies, whether it’s rewarding themselves for taking the dog for a walk, or something more extreme,” said Burton’s UK marketing director Mandy Bobrowski.

“This campaign will not only champion our core 10g cookie, but will also drive sales of the wider portfolio including Maryland Minis and our new Big & Chunky.”

The move follows Maryland’s pack refresh across its range last year, which Burton’s said had driven growth and modernised the brand.

The campaign will be supported across its social media channels and through convenience stores.