Scottish Bakers has been supporting and protecting the interests of Scotland's bakery trade for over 130 years. With its core purpose being to promote and protect the interests of the trade; representing, advising and supporting all aspects of Scotland's baking industry to ensure it remains competitive and equipped for growth.
Our integrated content approach played a key role in driving impressive outcomes for the event, including:
award entries – the highest number ever submitted in the competition’s history.
impressions across Instagram, Facebook, and LinkedIn.
Total reach across the three social platforms, helping to significantly expand awareness and engagement.
Four Marketing Agency’s role was to support the Scottish by delivering a strategic, creative, and content-led approach to digital communications - helping strengthen the organisation’s online presence and contribute to long term sector growth.
By combining strong visual storytelling with thoughtful messaging and timely execution, we positioned Scottish Bakers as a dynamic voice for the industry - celebrating tradition while embracing innovation.
Our approach was designed to bring the awards to life online in a way that felt engaging, accessible, and memorable. From playful pie puns to behind-the-scenes glimpses and shortlist shoutouts, the content captured the spirit of the awards while boosting visibility and reach across key channels.
Rooted in audience insight and brand storytelling, the campaign was designed to drive both awareness and participation. The strategy included long and short form video content, dynamic social media storytelling, and on-site content creation that captured real time moments of energy, humour, and pride bringing the spirit of the awards to life for audiences beyond the room.
At the heart of the campaign was “The Pie Guy” - a bold, personality-led content thread that pushed creative boundaries and brought a fresh, playful edge to the awards. This character served as a connector between bakers, judges, and audiences, injecting humour and warmth across platforms, while acting as a relatable guide throughout the awards journey.
“Working with Four Marketing Agency on our World Championship Scotch Pie Awards campaign was an absolute game-changer. Their team truly understood our vision and brought a level of creativity and strategic thinking that significantly elevated our digital presence. The results speak for themselves: over 500 award entries, the highest in our history, and incredible reach and impressions across social media. This success is a direct reflection of Four Marketing Agency's expertise, their deep understanding of our objectives, and their ability to execute a truly engaging and effective campaign. They are a valued partner, and we look forward to continuing our collaboration.”
