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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