Burton's Biscuit Company: Helping Marketing to Make Everyday More of a Treat

This case study explains how Burton's Biscuit Company, a UK-based food manufacturer, made marketing central to its business processes and reaped the rewards.

Burton's Biscuit Company: Helping Marketing to Make Everyday More of a Treat

Texo Consulting

Executive summary

This paper tells the story of a revolution in Marketing at Burton's Biscuit Company. Led by Chief Marketing Officer Stuart Wilson and his Leadership Team, the scale of the task was enormous. The Marketing Department needed to shift from a function 'supporting' the business to 'leading' the business growth agenda to drive sustainable profit growth on its power brands, develop a healthy pipeline of new innovation and manage a significantly up-weighted investment in brand marketing.

A new Marketing Manifesto was created using the analogy...

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