Nature-focused shortbread campaign

Walkers Shortbread has collaborated with Visit Scotland to support its ‘Year of Natural’ campaign –  its biggest ever nature-focused tourism drive. The dedicated on-pack promotion will celebrate the Highland Safari and encourages people to plan a trip to Scotland to spot the ‘Big 5’ native to the country.

The feel good promotion, which will appear on over 550,000 packs across 13 pack variants of Walkers Shortbread from this month, visually supports “The Big 5” theme with an impactful Seal design. The overarching ‘Big 5’ theme will also be the focus of Visit Scotland’s dedicated  £3.4m TV, press and radio advertising campaign.

The no purchase necessary prize draw offers Walkers consumers the chance to win a VIP guided Highland Safari, accommodation, outdoor activities, travel and spending money.

The Big 5 species are the red deer, red squirrel, harbour or common seal, golden eagle and otter. The VisitScotland website receives 13m visitors per year.