6K
Social Shares
410K
Website Visits
7%
Lift in Retail Sales
Celebrating the heritage and flavor of a beloved shortbread
Discover how Walkers Shortbread established National Walker's Shortbread Day to honor its rich history and enhance brand engagement, leading to increased visibility and consumer enthusiasm for its iconic products.
The Brief
Walkers Shortbread, a globally recognized brand known for its traditional Scottish shortbread, aimed to create a unique annual celebration that would not only honor its legacy but also drive brand engagement and sales. The objective was to establish National Walker’s Shortbread Day as a widely recognized holiday, encouraging consumers to indulge in Walkers Shortbread and celebrate the rich history and craftsmanship behind the brand.
The Execution
To bring National Walker’s Shortbread Day to life, we developed a comprehensive marketing campaign that leveraged Walker’s heritage, quality, and global appeal. The campaign began with a strategic PR push, announcing the creation of National Walker’s Shortbread Day across major food and lifestyle media outlets. We engaged influencers and food bloggers to share their love for Walkers Shortbread, featuring recipes, pairing ideas, and personal stories related to the brand.
On social media, we launched a robust campaign centered around the hashtag #WalkersShortbreadDay, encouraging fans to share their favorite ways to enjoy Walkers Shortbread. The brand also offered limited-time promotions, including special product bundles and discounts, to drive sales and encourage participation in the celebration. To deepen the connection with consumers, we highlighted the brand’s Scottish roots and craftsmanship through storytelling, sharing the history of Walker’s Shortbread and its commitment to quality across digital and print platforms.
The Result
National Walkers Shortbread Day was a resounding success, achieving significant media coverage and consumer participation. The campaign generated widespread social media engagement, with the hashtag #WalkersShortbreadDay trending with more than 2,000 posts across Instagram and TikTok and 6,000 shares. The strategic promotion and in-store activations led to a tracked 7% increase in sales during the promotional period, while the brand’s rich history and craftsmanship were celebrated by long-time fans and new consumers alike. Walkers Shortbread solidified its position as a beloved heritage brand, making National Walker’s Shortbread Day an annual tradition that continues to resonate with consumers around the world.
Related Work
