Andy Murray serves-up key Walker’s Christmas travel retail campaign
Tennis ace Andy Murray has continued his campaign with Walker's Shortbread, which extends into the travel retail market. Pic: Walker's
Christmas has been in full swing for Scottish-based shortbread business, Walkers’, as tennis star Andy Murray continues with its festive campaign for the travel retail market, writes Neill Barston.
The initiative has been rolled-out across Britain, featuring the former Olympic and Wimbledon champion, who earlier this year was unveiled as the brand’s official ambassador, has aimed to further raise the profile of the well established snacking series.
As the shortbread maker explained, it has been celebrating the shared Scottish heritage with the tennis ace through the theme ‘A Wee Bit of Scotland That’s Come a Long Way’.
Significantly, as the firm acknowledged, the global travel retail sector remains critical to its operations, with consumers seeking out such luxury treats as being a classic reminder of a visit to the region, with shortbread being particularly popular within the gifting market.
In addition, Murray has also starred in Walker’s latest Christmas advert, donning a bespoke Walker’s Shortbread Christmas jumper, which has gone up for auction to raise funds for the charity Cash for Kids.
Moreover, as the business revealed, there has been a series of activities around the region, including pop-up tasting bars have landed across Edinburgh, Glasgow, London Heathrow, Gatwick South and Stansted airports.
Each tasting bar will allow travellers to sample Walker’s all-butter shortbread amongst a winter wonderland of tartan and snowflakes alongside imagery of Andy wearing his cosy Walker’s Shortbread Christmas jumper.
At London Heathrow Terminal 5, travellers can participate in Walker’s exciting ‘spin to win’ activity for a chance to win incredible prizes, including a year’s supply of shortbread and a Walker’s gift hamper. The exclusive hamper features branded tartan tennis balls and products signed by Andy Murray.
A replica of the company founder Joseph Walker’s original delivery van will also take centre stage at London Stansted Airport, complete with a dynamic TV screen displaying images of Andy in Walker’s Christmas campaign.
In addition to the stunning visuals and exciting prize draws, travellers will also have access to Walker’s full Christmas product range, perfect for gifting or enjoying at home this Christmas.
Bryony Walker, Commercial Director at Walker’s Shortbread, commented: “All over the world, Christmas brings friends and families together to share joy and create lasting memories. Shortbread is a festive favourite, and we aim to make travel retail an unforgettable part of that celebration. Our goal is to connect with people from around the world and showcase a wee bit of Scotland that’s come a long way.
“Our partnership with Sir Andy Murray is testament to our shared heritage and national pride, reflecting the journey we have both made from a small town in Scotland to the world stage. We’re very excited and looking forward to landing in airports this Christmas, to once again deliver the best that Scotland has to offer.”
