A perfectly rounded brand experience from the “Great ’chieftain o’ the puddin’-race!”. Mark Baxter, Client Partner in our London studio, explains why he’s so excited for Burns Night this evening.
Being a closet Scot, I recently had the bright idea of suggesting a Burns Night supper at our studio in East London. I must confess I was surprised by the enthusiasm from my colleagues. Beyond their desire for a good knees-up, most were intrigued by the story of Robert Burns and the mysterious ritual involved.
It got me thinking, how has the annual tribute to Burns’ poetry, haggis, neeps and tatties become the most iconic supper celebration in the British calendar? Perhaps the answer lies in the perfectly rounded brand experience the event offers.
First off, take a much-loved Scottish poet, admired as much for his verse and love-songs as his high-spirits, ‘kirk-defying’ and hard-drinking! Then add a highly unusual culinary icon, the haggis; the contents of which are best left unknown to some.
It’s a fascinating brand story built on rich heritage full of intrigue and conflicts. The haggis itself is, without doubt, the key visual brand asset, while Burns provides the distinctive personality and tone of voice:
Fair fa’ your honest, sonsie face,
Great chieftain o’ the puddin’-race!
Another essential ingredient to any successful Burns Supper is a fine display of Scottish tartan and flags. These step in as secondary brand assets. Serve supper with the unmistakable aroma of a single malt whisky and the sound of Scottish pipers and you have the perfect, multi-sensory brand experience.
Finally, the ideal accompaniment to any memorable experience, add the ritual of addressing the haggis. This is where the kilted host’s skean dhu is plunged into the poor wee haggis. A ritual that connects with tradition, provides optimism through conviviality and allows tribal affirmation!
An’ cut you up wi’ ready slicht,
Trenching your gushing entrails bricht,
Like ony ditch.
So there you have it, the perfect recipe for an unforgettable Burns Night. And all the ingredients for an intriguing brand experience.