MacSween - The SHINE Agency

Great chieftain o' the
pudding race.


We were delighted to be involved in the launch of the Macsween Haggis ‘most loved’ range. Officially voted by consumers as SCOTLAND’S MOST LOVED haggis, the new packaging hit the shelves in time for St Andrew’s day. Coupled with adverts and tasty street food recipe cards, we wanted to show haggis in a new light as a truly versatile dish throughout the whole year.

Family recipe

We worked closely with all agencies involved in driving engagement for the ‘most loved’ campaign. From branded street food trucks, in-store experiential, vouchers and press advertising, to a family Macsween Screen pop up cinema event.

We explored different packaging options to enhance shelf appeal and target new audiences who perhaps wouldn’t think about purchasing haggis. We also developed Burns Day packaging utilising traditional assets and historic brand illustrations to create a special occasion boxed product.

New traditions

Exporting the product into Canada for the first time in 30 years, we developed a range of adverts to put the product into a new premium light. Using darker more contemporary tones we wanted to give a modern Scottish theme with muted tartan elements. Shelf wobblers and signage were developed along with floor vinyls and pop up displays to maximise in-store presence.

I’ve been really impressed with the team from Shine. They’re a really imaginative bunch, friendly and approachable and they just “got” our brand really quickly. I trust them like an extension to our internal team.

Alexis Ovenstone
Head of Marketing, Macsween

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