The Union, Scotland’s longest running independent advertising agency, proudly announces its collaboration with Donald Russell, the online retailer and provider of award-winning meat and fine foods, on the creation of this iconic Scottish brand’s 50th anniversary campaign.
Red meat, particularly beef, has long been a cornerstone of British culture, and its historical significance is deeply intertwined with the nation's culinary heritage
Whilst evolving dietary trends indicates meat consumption may decline, abstinence isn’t on the table. Consumer research suggests the pressure on audiences to make better decisions is leading to higher demand for quality produce and a willingness to invest more to secure it.
Audiences want a premium experience that delivers the kind of locally sourced, ethically reared quality produce that Donald Russell has been providing for 50 years.
Recognising this shifting landscape and based upon the human truth that people want meat to be special, Donald Russell’s 50th anniversary campaign was launched on May 13, 2024 to commemorate half a century of delivering exceptional meats and fine foods to homes across Britain.
This resonant message of ‘We were there’ underscores Donald Russell’s pivotal role in the lives of its consumers, portraying the brand as not just a provider of exceptional meats and delicious products, but a cherished companion at every significant life event.
‘We were there’ will be showcased across various platforms, including television channels such as Sky and STV. By leveraging the power of storytelling and evocative visuals, the campaign aims to evoke nostalgia, warmth, and a sense of belonging among Donald Russell’s audience, reinforcing the brand's timeless appeal.
Wendy Pauley, Marketing Director, Donald Russell said: “For 50 years we’ve been committed to providing restaurant quality meat and fine foods to dinner tables all over Britain. Working with The Union to develop and launch our 'We were there' campaign, we celebrate those moments and unforgettable eating occasions that Donald Russell has been there for since 1974.
"Our first ever brand advertising campaign presents a platform to engage with our target market and build longer term brand affinity.”
Michael Hart, Creative Director, Union said: “We're delighted to help celebrate Donald Russell's 50th anniversary with its very first brand campaign. Here's to the next 50. And I thoroughly recommend the Beef Wellington - it's exceptional.”
To view the campaign film, visit www.youtube.com/@DonaldRussellFineFoods
To explore Donald Russell’s award-winning meat and fine foods, visit: www.donaldrussell.com
For more information on The Union, visit: www.union.co.uk