LONDON — Burton’s Biscuits has appointed Frank as its lead consumer PR agency for the launch of a new brand campaign and a new range for Maryland Cookies.

Coined ‘Keep it Kookie’, the brand’s new creative platform aims to celebrate individuality. Frank will also lead the launch of two new product flavours in the Maryland Cookies range

Frank’s consumer PR and social teams have already started work, running a multi-discipline programme to amplify the brand’s new advertising campaign.

The content-led activation includes working with TikTok stars on the #KookieFaceRace challenge, where consumers are invited to share videos of moving a Maryland Cookie down their face into their mouth, and an influencer campaign on Instagram.

It is the second Burton’s Biscuits brand refresh that the agency has been tasked with: it won the Jammie Dodgers account last year.

Frank deputy managing director Bianca Lee-Chang said: “We’re excited to be adding Maryland to our roster of work across the Burton’s portfolio. The new creative platform will bring something fresh and fun to the biscuit category and will see Frank combining our expertise in earned and social media for a campaign that delivers maximum Talkability.”

Burton’s Biscuits marketing director Kate Needham added: “We’re thrilled to have the Frank team onboard at such a pivotal time in our business. They’ve already landed some great awareness for the new range and we look forward to unveiling our broader, integrated campaign in weeks to come.”

Maryland Cookies is the first client win announced by Frank since its MBO from Enero Group earlier this month.