Macsween - The Comprehensive Guide To Catching A Haggis

Date Launched

January 25, 2023

Ahead of Burns Night in Scotland, a creative idea that wouldn't go away became one of our most popular campaigns to date.

We pitched the idea of The Comprehensive Guide To Catch A Haggis to our clients at Macsween, who saw the benefit to backing a slightly out-there idea. We then set out to create a short film that brought in humour, emotion and storytelling to make sure Macsween was the brand on people's minds when they were getting ready to buy that all-important haggis.

With over 70,000 impressions and nearly 2,000 engagements, it just shows what can happen when you work with clients who trust the process.

Editor's Picks

Seven marketing sins

Cannes' new Creative Brand Lion judges the systems behind great creative work rather than the campaigns. Its seven categories double as a diagnostic that will show any marketer where their capability is failing.

By

Amar Chohan

April 24, 2026

The death spiral

Marketers are getting better returns on less money and calling it progress. Their market share says otherwise.

By

Amar Chohan

April 9, 2026

We're going to need a bigger brief

A low-interest category, 100 pieces of content, and results that outperformed every paid ad on the plan

By

Amar Chohan

March 27, 2026

Social-first is not a strategy.

Two approaches to social-first marketing. Only one is building a brand.

The Performance Treadmill

Brand building remains overshadowed by quick-win metrics. Perhaps it’s time for a rebrand.

Trust, accountability and purpose: The Kite Factory's winning formula

CEO James Smith on how a culture of accountability and effectiveness have helped to build one of media's most trusted independents.

No items found.