Walker’s Shortbread has launched its new festive global travel retail campaign, featuring tennis legend Andy Murray, which is now landing in airports across the UK.
After unveiling the sports champion as Walker’s first-ever global brand ambassador earlier this year, both Andy and the shortbread maker have been celebrating their shared Scottish heritage through the theme ‘A Wee Bit of Scotland That’s Come a Long Way’. The tennis icon has also recently 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.
Activations featuring exciting 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, 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.”
Global travel retail remains a cornerstone of Walker’s international growth, allowing the brand to reach diverse audiences while amplifying its presence globally. This festive campaign underscores Walker’s commitment to producing high-quality products and creating premium retail experiences that resonate with travellers from around the world.
