Nairn's | CCD PR & Digital

Aim

Change the perception of oatcakes, establishing the brand outside of Scotland and appealing to a younger audience.

Approach

Alongside a hard-working press office, we partnered with renowned Scottish chef, Mark Greenway to highlight the heritage of the brand and create a bank of beautiful lifestyle imagery, focusing on the humble oatcake and its multiple and versatile uses. We also hosted a series of breakfast briefings to educate journalists on the health benefits of oats.

In recent years we have integrated press/influencer creative mailings and influencer campaigns into our PR strategy, especially for new product launches, such as the Marmite collaboration and new Mini Cheese Bakes. Recognising the power of authentic, engaging content, we’ve curated personalised packages that reflect Nairn’s brand values and products. These mailings not only delight recipients and bring the brand back to the front of people’s minds in creative ways but also encourage organic sharing on social media platforms.

Additionally, we’ve continually partnered with a diverse selection of influencer verticals whose audiences align with Nairn’s target demographic. Through these collaborations, we amplify brand awareness and foster genuine connections with consumers, driving both engagement and loyalty. Sponsored content has included Reels, TikToks and static Instagram posts of beautiful recipes and lifestyle content including Nairn’s products, which the brand can then reuse on its social media platforms. This multi-faceted approach ensures that Nairn’s stands out in a crowded market, reaching potential customers in innovative and impactful ways.

Nairn’s Results

As a longstanding client, on average we achieve 15 pieces of mainstream consumer coverage and 3 trade pieces of coverage every month.

Client Testimonial

“We love working with CCD. They know our industry back to front and can always be counted on to develop and execute effective and smart PR campaigns that support our business objectives.

“CCD have been instrumental in continuing to establish our brand in the UK and their unwavering enthusiasm and tireless energy has led to results which always exceed our expectations.

“So many agencies promise to act like an extension of your marketing team but many end up not being such. The difference with CCD is that day in, day out, they are a genuine and valued member of the Nairn’s family.”

Emma Heath, Head of Marketing, Nairn’s Oatcakes

“We have worked with CCD for 10 years with great success when it comes to both PR and digital work, resulting in sales growth for the Nairn’s brand throughout the duration of the partnership. The quality of the work has continued to improve year on year, with this financial year being no exception.

The 23/24 financial year has seen two of our most successful campaigns to date, with the exciting launch of the Marmite collaboration at the end of 2023, followed by the much-anticipated launch of our Mini Cheese Bakes.

In 2024, the PR team at CCD hugely increased the scale of the launch campaigns in comparison to previous launches, and simultaneously crafted strategic digital/influencer campaigns alongside the media outreach campaigns with great success.

The targeted and measurable influencer and digital campaigns have been instrumental in the success of the Marmite and Mini Cheese Bakes campaigns, allowing us to reach key demographics with well briefed, authentic and original content. This was also incorporated into effective media campaigns to further maximise overall reach, frequency and impact.

Coordinated influencer campaigns to support in store promotions over the last year have been a new but welcome innovation in our PR activity and provided further value from our influencer activity. The CCD PR & Digital campaign has been instrumental in the new mini cheese bakes officially being named as the UK’s No1 gluten-free snack.”

Euan Lutton, Brand Manager, Nairn’s Oatcakes