Macsween Haggis goes on tour with Circle
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Pioneering the future of Scotland’s national dish, Macsween Haggis has launched a social media and experiential campaign called #MealMakeover, activated by brand experience experts Circle Agency.
The purpose of the new initiative is to encourage participants to think of Haggis as an everyday ingredient, as versatile as ground mince and very, very tasty.
Over 100 chilled #MealMakeover boxes are being hand-delivered by Circle-trained brand ambassadors to carefully-selected food bloggers, journalists, and influencers. They are filled with the ingredients to make traditional recipes with a twist – haggis nachos or haggis spaghetti. Recipients are encouraged to share their culinary results across social media, increasing the campaign’s reach.
The campaign launched on Tuesday 9th December and is the follow up to a successful activation in London’s Borough Market, where Circle Agency helped extol haggis as a versatile ingredient for all seasons and occasions.
Taking place in the lead up to St Andrew’s Day – Scotland’s official national day, a team of brand ambassadors provided samples of both traditional and vegetarian haggis.
The team distributed recipe booklets and gave recipe demonstrations that encouraged people to explore alternative ways to use haggis every day.
The accompanying Macsween #MealMakeover social competition encouraged visitors to get creative with the products they purchased and share photos via Facebook or Twitter of a meal they made using haggis.
By using the hashtag they were automatically entered into a competition to win dinner for two at the classic British restaurant ‘Roast’, with five runners up earning luxury Macsweens hampers.
Roben Hera, Marketing Manager at Macsween Haggis said: “Macsween recently underwent a complete brand re-design based on in-depth consumer research and feedback, and whilst the company prides itself on its authenticity and history, the new rebrand aims to bring an innovative twist to traditional recipes, providing consumers with a convenient, versatile and interesting meal solution, in what is the biggest marketing initiative in the brand’s three generation history. Experiential activity – getting our products directly into the consumer’s hands in an engaging, and genuine way – is a vital part of achieving this.”
Claire Stokes, the MD at Circle said: “The #MealMakeover campaign was designed to encourage people to think differently about a product they may have misconceptions about. Borough Market was the perfect place to promote the versatility of haggis, targeting London’s food lovers with innovative new recipes, in line with the aspirations of the Macsween Haggis rebrand. The #MealMakeover hashtag allows us to curate the recipes that have been developed and crowdsourced from the public and gives online continuity to the entire campaign”
