Source: Nairn’s

Edinburgh-headquartered oatcake manufacturer Nairn’s has invested £1m in its first ever TV-led brand campaign.

The ‘nything goes’ campaign features a range of characters in various scenarios with the aim of demonstrating that Nairn’s is a brand for everyone, the company said. Depictions include a mum enjoying a break, a family on a camping trip and a drag queen prepping for a show, as well as familiar occasions such as a working lunch and post-yoga snack.

The Edinburgh-based Lane Agency were tasked with creating the campaign for the 126-year-old brand. In support of the advertising, an ‘nything goes’ PR and influencer campaign, aiming to showcase the versatility of the Nairn’s range and the benefits of oats, will also run during 2022 through London-based health and lifestyle PR agency CCD.

“We have always prided ourselves on producing delicious oat-based products that are simple, natural and wholesome, and endeavoured to create a connection with anyone who cares about healthy eating,” said Emma Heath, head of marketing at Nairn’s.

“The nything goes campaign is essentially shorthand for what the brand is all about – endless possibilities. We want to tie occasions, people and our tasty and nutritious products together, to engage and welcome new users into our Nairn’s family and bring an unexpected smile to the faces of those who already know us well,” Heath added.

The TV ad will air for the first time in March on ITV and the ITV Hub in London, the south east and south west, with subsequent bursts to follow later this spring and autumn, supported by social media ads.

The campaign follows a ‘full packaging refresh’ from Nairn’s launched in 2021 by design agency This Way Up with the aim of making the brand ‘more visible, modern, relevant and appealing while staying true to its Scottish roots’.