How to butter up your contacts

Brief / Requirement

To mark Dean’s 40th anniversary, drive brand awareness, communicate their anniversary message and get the brand front of mind prior to their brand re-launch next year.

Campaign and deliverables

We created a strategic and engaging PR and event campaign, incorporating a month-long promotional tour of Scotland by their mascot, Shortie – a giant shortbread finger dressed in a kilt. This involved visiting iconic sites, activities 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.

Throughout the campaign, press releases were sent out to industry titles, as well as national and regional media channels including radio and local press.


  • Extensive press coverage across local and industry titles including Huntly Express, The Courier (Dundee) and Scottish Grocer; as well as radio shout outs on Tay FM, Wave FM, Clyde Radio and Forth 1.
  • Online engagement via Twitter (900% increase), Facebook and Instagram using the hashtag #whereisshortie


shortie courier paper.jpg

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 during 2016.
— Siobhan Ingram, Brand Manager, Dean's