USING A BRAND MASCOT TO GUIDE MUMS TO SCOTLAND’S BEST FOOD

work-frame
Guy & Co work
Guy & Co work
Guy & Co work
Guy & Co work

Big challenge

How do you brand a range of Scottish produce and differentiate from premium own-label to build trust and loyalty?


Great thinking

We convinced the client to retain the original Scotty dog mascot on-pack, and developed a strong brand proposition: Follow Scotty to food you can feel good about. Across advertising, shopper and events we built out Scotty’s character through the ‘Good food’s best friend’ platform, providing a shortcut for busy parents to navigate their way to fresh farm produce and good food values.


The results

Results have built year on year, including a rise in brand awareness from 8% to 34%, and winning a
Marketing Society Scotland integrated gold award for a Disney Pixar partnership. Commercial success has triggered range extensions across fresh produce, meats, soups, salad pots andsweet treats.

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