INSIGHT

Haggis. It’s as much a part of the Scottish identity as tucking in to a cheeky wee dram of whisky or getting all four seasons in one day. Our clients, Simon Howie Foods, produce what’s been proven to be THE haggis to top all haggis – it’s been crowned as the best selling in the UK for the last four years after all. Our brief was to come up with a campaign that would keep Simon Howie’s offering at the top of customers’ minds, before they even entered the supermarket.

Ideas

It was clear to us from the off that the creative focus had to be on quality, and the incredible taste experience that’s present in every bite. As with all Simon Howie products, we were drawn to the wow factor, or the ‘Wowie’ factor, as we like to call it!

Our campaign, ‘You Only Get A Wowie With Simon Howie’ consisted of 4 videos that we shot in various locations across the Central Belt; The Bagpiper, The Construction Worker, Rabbie Burns… and our personal favourite The Pigtails. Each one features a cameo appearance from Simon Howie himself (spoiler alert, it’s not hard to spot). Deliberately daft, lighthearted and with a big emphasis on quality they seemed to put a smile on people’s faces!

Obviously Haggis is a central feature of Burns Night, so in the two weeks preceding the celebration we launched multi-platform digital media placements. This included Facebook, Instagram, Twitter and YouTube, as well as proximity display based on GPS distance to supermarkets. Above the line media consisted of big, bold bus mega T’s and large outdoor sites on busy arterial commuter routes, including Edinburgh Airport and the Expressway Tower and Tradeston Street sites in Glasgow.