UK. Walker’s Shortbread has rolled out a festive Christmas campaign featuring tennis legend Sir Andy Murray. The campaign features across several seasonal pop-up tasting bars and activations at Edinburgh, Glasgow, London Heathrow, Gatwick South and London Stansted airports.
It follows the appointment of Sir Andy Murray as Walker’s first-ever global Brand Ambassador earlier this year and continues the shared storytelling around Scottish heritage under the theme A Wee Bit of Scotland That’s Come a Long Way.
Murray stars in the brand’s latest Christmas advertising, appearing in a bespoke Walker’s Shortbread Christmas jumper. The jumper has since been auctioned to raise funds for charity partner Cash for Kids.
The activations invite travellers to sample Walker’s all-butter shortbread within a festive setting inspired by tartan, snowflakes and winter imagery, complemented by visuals from the Andy Murray Christmas campaign.
In London Heathrow Terminal 5, the brand has introduced a ‘spin to win’ mechanic, offering travellers the chance to win prizes including a year’s supply of Walker’s Shortbread and a branded gift hamper. The exclusive hamper includes Walker’s tartan tennis balls and products signed by Murray.
Further extending the campaign’s heritage-led storytelling, London Stansted Airpost is hosting a replica of company founder Joseph Walker’s original delivery van. The vehicle is accompanied by a digital screen showcasing campaign visuals with Murray alongside experiential elements.
Walker’s said global travel retail continues to play a central role in its international growth strategy, providing a platform to engage a broad, international consumer base while reinforcing brand visibility.
Walker’s Shortbread Commercial Director Bryony Walker said: “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.” ✈
