Albert Bartlett’s Scotty Brand – an umbrella brand for its premium seasonal Scottish produce – has won a Marketing Society award for its brand tie-up with Disney-Pixar.
Working with marketing agency Billington Cartmell, the 'Bravely Building Scotty Brand with an Epic Partnership' campaign won the Marketing Society Star Award in the integrated marketing category. The award was in recognition of the innovative collaboration with Oscar-winning movie Brave, which included on-pack promotions, competitions, VIP screenings, discount vouchers and mobile downloads.
Set in the Scottish Highlands, Scotty Brand claims the animated film echoes its own values of heritage, honesty and tradition.
The Scotty Brand team collected the award at the ceremony in Glasgow on 6 June. Brand marketing manager Michael Jarvis said: “With over 60 per cent of shoppers’ decisions made in store, and the fresh aisle being largely unbranded territory, an on-pack takeover was the winning ingredient in securing 565 per cent sales uplift and 56 per cent partnership awareness.”
David Guy, business director of Billington Cartmell, added “Our 30-second TV commercial shot in the heart of Scotty-land raised awareness, driving shoppers in store and to our stand-out packs. Social media like-gates added new Scotty Brand followers, resulting in increased brand affinity, more listings and a massive sales uplift.”
The marketing campaign was also awarded silver in the food and drink category, while Scotty Brand’s marketing manager Michael Jarvis, was a finalist in the Marketing Star of the Year category.
The Scotty Brand product portfolio features potatoes, carrots, lettuce, prepared vegetables, Ayrshire new potatoes and seasonal berries. Stockists include Asda, Tesco, Morrisons, Waitrose, Dobbies and Wholefoods.