“Traditional meals, just like your granny made – only faster”
Customers who had tried McIntosh of Strathmore’s classic Scottish ready meals really enjoyed the comforting dishes. Our challenge was how to communicate that these dishes are not only traditional Scottish recipes but also very convenient and quick to make. We developed the campaign concept “Traditional meals, just like your granny made – only faster” and developed McIntosh’s own rapping granny character, a fast talking, body breaking granny who represented our core proposition of traditional but fast! A cross-media campaign included TV, digital, social media as well as a team of rapping grannies who were dispatched across the country to promote the dishes. The campaign reached nearly 4 million people and led to new listings with major retailers.