Case study: Murdoch Allan

Murdoch Allan is a third-generation family baker based in Hatton. It employs more than 150 employees, most of whom live in Peterhead and the surrounding area. In addition to supplying its six shops in Hatton, Peterhead, Mintlaw, Turriff, Keith, and Aberdeen, the company also supplies almost every Scottish supermarket chain.

More recently, the company, also launched its own gin and vodka brand, Still Spirited which is available to buy online and at its Hatton outlet. It is awaiting a licence to sell the products from its Peterhead shop.

The brief

To support the company’s continued growth by developing and implementing an integrated communications approach that improves awareness among potential customers both locally (to drive shop sales), and nationally to drive supermarket and online sales.

Korero was also asked to launch the drinks brand.

The approach

Korero focused raising awareness of Murdoch Allan’s enhanced services local via organic and paid social media and media relations. We developed strong key messages that are reflected across all content focusing on family and people, commitment to the local area, and quality of products.

Working closely with Murdoch Allan’s website developers and brand agency, we have delivered engaging, highly visual content that closely reflects the company’s core themes.

To launch the Still Spirited brand we developed a series of media opportunities both within the local media and Scottish lifestyle publications. This culminated in a launch event in Aberdeen for journalists and social media influencers.

The outcomes

• Murdoch Allan saw year-on-year turnover at its new Peterhead shop double

• Sales of its butteries have quadrupled with enquiries received from around the world

• Last Christmas saw one of their most successful years yet for their Christmas hampers

• We secured national coverage for the buttery launch and widespread coverage for their expansion into Dundee.

• Since 2022 we have taken their Facebook reach from just 42 to 87,000