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
Content from @TheKidsFoodEdit
Content from @stripeycoral for Crunchy Oat Bars Launch
Content from @byrosielouise
