The business challenge 

To develop a campaign which would help communicate Dean’s 40th anniversary and get the brand front of mind prior to a brand re-launch the following year.

The marketing breakthrough

We created a strategic PR and events campaign, which included a month-long promotional tour of Scotland by Dean’s mascot, Shortie – a giant shortbread finger dressed in a kilt. The tour involved Shortie visiting iconic sites and events, engaging with the public and giving out delicious shortbread samples as he went. His tour included visiting mascots at Aberdeen Football Club, captaining the RRS Discovery in Dundee, busking at the Edinburgh Fringe Festival and hunting for Nessy at Loch Ness. The campaign resulted in a 900% increase in online engagement with Dean’s.

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Genoa Black has delivered a very effective campaign that has taken our brand and our product out to some of Scotland’s most scenic spots, creating a great opportunity for us to engage with the public face to face and through digital channels. We look forward to building on this success with Genoa Black as we roll out our brand refresh.

- Siobhan Ingram, Brand Manager, Dean's.