Andy Murray set to serve up an ace for Walker’s Shortbread as its first brand ambassador

Former Wimbledon tennis champion Andy Murray takes to the confectionery world’s centre court as he officially becomes the first-ever brand ambassador for Walker’s Shortbread, reports Neill Barston.

As the company noted, the sports star, who won a huge tally of 46 singles titles, as well as two Gold Medals at the Olympic Games, is set to play a notable role for the business, which has a significant 127-year history.

Moreover, as Walkers added, the multi-year partnership stands as a celebration of Scotland at its finest, with a shared sense of national heritage and pride.

Significantly, both the tennis star and the shortbread brand started small, in little Scottish towns and through years of dedication and hard work honing their craft, have gone on to achieve international recognition.

The campaign, which marks a major investment for the company, has focused under a key message of a shared journey:  “A Wee Bit of Scotland that’s Come a Long Way.”

Andy Murray,  who has recently been coaching fellow tennis champion Novak Djokovic, welcomed the chance to play his part with one of his home nation’s most recognisable brands.

“I am proudly Scottish, and partnering with Walker’s, a brand that has been representing Scotland around the world for well over a century, felt like a great fit for me.

“I come from a small tight-knit community and when I look back at where I have come from, I am proud of what I’ve achieved, which is something I share with Walker’s.

“It’s a real honour to be part of this next chapter for such a well-loved Scottish brand,” noted the now retired player, who is also an admitted shortbread superfan.

“I’ve been eating shortbread since I was a kid – my gran would make it all the time for us. We even celebrated my Wimbledon win with shortbread. Shortbread is one of my simple pleasures. No matter where I am in the world, a piece of Walker’s Shortbread always transports me back home.”

As the company noted, the partnership will debut with a striking black and white campaign, launching this week to coincide with the start of Wimbledon. Shot with a sleek, cinematic feel, it focuses on the partnership with a humorous twist, as the ad asserts that both shortbread and Andy Murray are “popular with mums.”

Nicky Walker, Managing Director, Walker’s Shortbread believed the partnership would prove critical in furthering the brand’s global presence in promoting Scotland’s exports.

He said: “We are incredibly excited to welcome Andy Murray as our very first brand ambassador. We’ve always admired Andy’s achievements, his dedication and his cautious charisma as well as his very obvious close relationship with his own family. These are qualities that resonate deeply with our own values at Walker’s Shortbread. We are genuinely honoured that Andy and his team have acknowledged Walker’s as a suitable partner, and we are looking forward to this exciting new venture as we continue to promote ‘Scotland at its Finest’.”

The shortest Q&A with Andy Murray

• Q: Who would you share your last Walker’s Shortbread Finger with?
• A: “Kim.”
• Q: What’s the sweetest bit of advice you’ve ever had?
• A: “Watch the ball.”
• Q: What’s your four ingredients for success?
• A: “Hard work, determination, focus and patience.”
• Q: As a wee bit of Scotland that’s come a long way, what are your top three must-pack items for any trip?

• A: “At the moment it would be my putter and a golf ball, and a pack of Walker’s Shortbread.”