Award-winning integrated agency Haygarth has been appointed by Border Biscuits to deliver a new nationwide campaign.
The Scottish biscuit producer has undergone a significant brand refresh and launched a trio of NPD in a bid to become the UK’s number one accessible premium biscuit. Haygarth has been tasked with crafting a compelling nationwide campaign to bring new brand positioning ‘making moments matter’ to life.
The above-the-line campaign will activate in press, out of home, digital and social through May and June, and Border Biscuits is investing £5m marketing spend in the rebrand.
Marcus Sandwith, CEO of Haygarth, comments: “Border have shrewdly identified a £190m retail opportunity within the accessible premium category and this investment puts them in a strong position to capitalise on it. We have created a campaign which maximises their new sleek and modern brand and brings the story of these special biscuits to life.
“Haygarth delivers meaningful brand engagements that amaze and persuade consumers, ultimately delivering incremental sales. Our work for Border Biscuits is no exception and we are proud to bring Making Moments Matter to the masses through our brand platform ‘made for a higher biscuit purpose’ and help drive further growth for Border in the UK.”
Suzie Carlaw, Head of Brand at Border Biscuits said of the appointment: “We were impressed with Haygarth’s track record of delivering eye-catching campaigns which capture the attention of the public. The new look and feel of Border Biscuits is bold and packs a punch, and Haygarth have done a fantastic job of bringing it to life through the campaign and through the new brand platform and positioning. This is a very exciting time for Border Biscuits as we aim to become the UK’s number one accessible premium biscuit.”
Border Biscuits was founded in 1984 in Lanark, Scotland, and is Scotland’s number one premium biscuit brand. It has launched NPD Dark Chocolate Orange biscuits and Dark Chocolate Orange bars, with more to follow later in the year.