Integrated marketing and PR campaign for Scottish food brand

Murdoch Allan is a proud, third-generation family bakery based in Hatton. With over 150 employees, many from Peterhead and nearby communities, the company has long been part of the fabric of the north-east of Scotland.

From its six shops in Hatton, Peterhead, Mintlaw, Turriff, Fraserburgh and Thains in Aberdeen, to the shelves of nearly every major Scottish supermarket, Murdoch Allan has built a name for traditional baking done right.

The Brief

Murdoch Allan asked Korero to help fuel its growth with an integrated communications strategy that would:
- Boost local awareness to drive more footfall into shops
- Raise national visibility to support supermarket and online sales
- Successfully launch the new drinks brand, Still Spirited

Our Approach

We started by focusing on the core of what made Murdoch Allan special - its people, its local roots, and the quality of its products.

We created a strong set of messages built around those themes and used them across all communications. Our work included a blend of:
- Organic and paid social media campaigns to connect with local audiences
- Media relations to tell the Murdoch Allan story in both regional and national press
- Content development in collaboration with their web developers and brand agency, producing visual, engaging materials that brought the brand’s story to life

When it came to launching Still Spirited, we worked to secure coverage in both local media and Scottish lifestyle publications. We also hosted a launch event in Aberdeen, bringing together journalists and social media influencers to try the drinks and hear the story behind them.

The Results

The impact was clear:
- Turnover at the Peterhead shop doubled year-on-year
- Buttery sales quadrupled, with enquiries coming from around the world
- Their Christmas hampers had one of their best-ever festive seasons
- National media picked up on the buttery success, and we helped secure widespread coverage for the company’s expansion into Dundee
- Facebook reach grew from just 42 to 87,000 since 2022

Murdoch Allan’s story is rooted in tradition but open to innovation which resonated with both long-time customers and new fans. We were proud to play a part in sharing that story more widely than ever before.