How do you win over budget ready meal shoppers who feel safe sticking with supermarket own labels – even when they’re getting less and less nosh for their dosh?

Price prejudice means that consumers assume the cheapest option is the worst quality, so don’t view McIntosh as a ‘proper meal’.

As the category gets posher, we needed to help consumers feel confident about switching to McIntosh by telling them that it’s good value, proper nosh, just without the unnecessary price tag.

We set out to take a stand about the price of posh – and make Scotland cheery about cheap.

Introducing ‘Scotiquette’ – our campaignable rulebook for celebrating the world of unposh nosh from McIntosh.

Using contextualised copy lines, we playfully rewrite the rules of table manners across Scotland, and capture the joy of getting more macaronies for your smackeronies.

‘Scotiquette’ is rolling out in full force across a nationwide multi-channel campaign in collaboration with MediaShop – from BVOD and billboards, to flyposting at the Barrowlands and sponsored radio phone-ins.

Advantageous results incoming…