The campaign is aimed at women between the ages of 35-54, as this demographic makes up the largest proportion of ARRAN’s customers. The content was all captured on the Isle of Arran and consists of photography and video filmed across key locations.

Connecting with nature is at the heart of the campaign and increases consumer awareness of the brand purpose. The voiceover plays over high quality shots of the Isle of Arran, giving the viewer an insight into the product background and heritage. The audio replicates a guided meditation and describes the importance of looking after both physical and emotional wellbeing.

Edinburgh-based boutique creative agency, PUNK, worked on the campaign with the aim to increase consumer awareness across digital channels. Sean Mulholland, creative director at PUNK, says, “Our starting point was the insight that now, more than ever, people are craving travel and a sense of escape. We instinctively felt we needed a campaign that could somehow “transport” consumers to the Isle of Arran.”

The renewed brand purpose has helped to drive sales of 95% growth during the pandemic, as people sought out ways to connect with nature and care for their physical and mental wellbeing. This video campaign is built on the brand’s unique strengths through the past year and repackages the brand purpose for a post-Covid world.

“As the world begins to open up there is a real sense of not wanting to fully return to the ‘busyness’ of life pre-pandemic. We hope that just for a moment people will stop, listen and breathe and in a small way feel a sense of letting go as they would if they were sat on a deserted beach listening to the sounds of the waves,” adds Clair Logan, head of digital and ecommerce at ARRAN Sense of Scotland.

 The campaign was supported by the hashtag, #ReconnectWithNature and includes TV advertisement and shorter condensed video clips to be shared on social media.