Macsween of Edinburgh - Virtual Burns Supper

We were challenged with the task of reinventing the ‘traditional’ Burns supper as a result of the pandemic’s restrictions by creating an engaging digital activation for Scotland’s most loved haggis brand.

We came up with the creative concept of hosting a virtual Burns Night celebration—a key annual moment for Macsween—that would harness the brand’s global reach.


WHAT WE DID

As a key hook we partnered with Scottish comedian Karen Dunbar and trailblazing Master Blender, Dr. Rachel Barrie to create a fusion of haggis, whisky and comedy. We launched a competition as an incentive to sign up to the event. Targeting news, features and listings media, we created a steady buzz of coverage during the weeks leading up to Burns.

The event was pre-recorded and edited into engaging social ads as well as a 30 min. event for broadcast on Facebook Live.

To create a steady stream of conversation and content on social we gifted haggis and whisky kits to target influencers.

THE RESULTS

The story was featured in a range of titles including The Times, The Scotsman, The Press & Journal, The Herald’s Best of Scotland 2021, The Sunday Mirror, STV, The Economist Intelligence Podcast, Lonely Planet, The Daily Record and The List.

Our giveaway to win a Burns Night kit of haggis and whisky was fully subscribed in one hour, and we had 450 viewers join us to watch the Facebook Live event. Across key social channels we had a reach of 22.5k and 3.9k engagements.

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