DELIVERING GROWTH BEYOND THE BORDER
Border Biscuits appointed us in 2015 as creative agency to support their ambitions to double in size and expand beyond the Scottish border.
Strategically an integrated trade and consumer campaign needed to build brand affinity, open listings and grow market share.
During our immersion phase we witnessed the passion, craft and collaboration of Border’s staff. It struck us this aggregation of benefits was pushing the category to bake a better standard of biscuit; a worthy story for trade buyers and consumers alike.
A creative shoot-out led us to ‘Border Biscuitiers Bake Better Biscuits’ – a Trumpton-like animated campaign which strikes a nostalgic chord with the 45+ target audience. We show what happens when a factory becomes a family, differentiating ourselves from mainstream competitors.
As well as a brand TVC, we took the Biscuitiers through integrated channels, including a new website, social media, shopper marketing and print advertising. And for trade communications, we flexed to a steelier ‘Border Biscuitiers Bake Better Profits.
In the most recent evolution of the campaign, our Biscuitier characters are transitioning from ‘baking it better’ to ‘making it better’ – part of a longer-term campaign strategy to push into consumer drivers and biscuit occasions, be it treating, sharing, gifting or on-the-go.
The Biscuitiers have delivered the dough for Border, helping to increase sales and distribution growth year on year, and winning an Integrated Silver Award at the 2017 Marketing Society Awards.
We’ve also developed a strong strategic and creative partnership with Border, guiding their product innovation (more to come on that…).