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