Burton’s Foods to focus on “power brands”

Burton’s Foods is preparing an “aggressive” growth strategy for its “power brands” – Jammy Dodgers, Maryland Cookies and Cadbury’s Chocolate Biscuits.

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The company has consolidated its advertising accounts into one agency and appointed VCCP to handle the £7m advertising brief for the brands.

The appointment is part of Burton’s Foods’ recently appointed chief marketing officer Stuart Wilson’s strategy to drive growth of its “power brands”.

Burton’s Foods will focus investment on the three core brands while also looking at growth opportunities in the rest of its portfolio, which includes the Wagons Wheels and Viscount brands.

Wilson says innovation will play a large part in driving the growth of the core brands, including product, packaging and commercial innovation that will have an effect on how Burton’s talks to consumers.

Wilson says: “These are much loved brands that haven’t received a great deal of support. I have big ambitions for them.

“There is already a strong consumer connection and we will look to build the core business on that.”

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