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Nairn’s invests £1m in its first ever TV-led campaign for 2022!

Posted: 8th March 2022

Following the launch of its transformational rebrand, Nairn’s is investing £1m in its first ever TV-led brand campaign, with ‘nything Goes’ as the central theme.

Featuring a wide range of relatable characters, the light-hearted, bold campaign demonstrates the great taste and versatility of Nairn’s, showing it is a brand for everyone. Scenarios explore the multitude of snack and meal occasions where Nairn’s products can be enjoyed. From a mum enjoying a well-deserved break, a family on a camping trip and a drag queen prepping for a show, to other familiar occasions such as a working lunch and post yoga snack – whatever the occasion, nything Goes!

Following on from a full packaging refresh, launched in 2021, Edinburgh-based Lane Agency were tasked with creating something memorable and relatable to bring the re-brand to life. The fast-moving, colourful TV ad shows that Nairn’s products can be enjoyed anywhere, at any time and in any way you want – after all, nything Goes!

Established in 1896 by John and Sarah Nairn in Strathaven, the company founded its reputation on its famous oatcakes and has gone on to become the UK’s largest producer of oatcakes and one of the UK’s leading gluten free brands. The Nairn’s product portfolio has grown considerably over the years, but it has never lost sight of its roots where oats are at the heart of everything it does. Nairn’s strives to make simple, natural, tasty food which can be enjoyed by everyone. 126 years later, the Nairn’s brand is seeking to drive trial and further showcase the versatility of its oat-based range, and this is the key message for its new nything Goes campaign.

Nairn’s appointed award-winning health-led design agency This Way Up in 2021 to rebrand the packaging and to make it more visible, modern, relevant and appealing whilst staying true to its Scottish roots. As well as winning a prestigious Silver DBA, the new packaging seeks to attract new consumers into the brand whilst remaining recognisable to core brand loyalists.

Emma Heath, Head of Marketing at Nairn’s, says “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. 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”.

In support of the advertising, an nything Goes PR and influencer campaign, showcasing 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.

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.

Business Comment

Business Comment is the Edinburgh Chamber of Commerce’s bi-monthly magazine. It provides insight on Edinburgh’s vibrant business community, with features on the city’s key sectors, interviews with leading figures and news on new business developments in the capital.
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