When you can’t outspend them… out-kookie them with Maryland

Maryland Cookies had slipped into the biscuit shadows, so RCP revived their mischievous spirit with ‘Keep it Kookie.’ Our job? Turn that platform into a campaign loud enough to stand out, on a challenger budget.

We leaned straight into Maryland’s wonderfully odd energy: unexpected talent, playful set pieces and zero interest in looking “perfect.” In one tightly run shoot, our in-house team captured everything for TV, Facebook, Instagram and TikTok, fast, crafted and full of character.

The result? A proudly unfiltered campaign that reached 92% of UK mums, lifted revenue by 9%, and put Maryland back on the map by celebrating exactly what makes it different.

all things: we make the weird ones win