Bring the haggis, stock up on whisky, prepare a speech and know the words: that was the Burns Night advice we took to radio for Douglas Laing & Co. Burns Night celebrates Scotland's national poet, Robert Burns, in a tradition dating back to 1801, so we built a broadcast PR campaign around the company's heritage as Scotch whisky distillers, blenders and bottlers for over 75 years. We put a Scotch whisky expert and brand ambassador with a background in Scottish history on air across a radio day of interviews, inviting listeners to raise a glass of Timorous Beastie to the poet. The campaign secured 8 items of radio coverage reaching 263,000 people, including BBC Radio Oxford and BBC Radio Berkshire.
Douglas Laing & Co wanted to highlight its heritage and encourage audiences to make Timorous Beastie whisky part of their Burns Night traditions.
The message
Timorous Beastie embodies the spirit of Robert Burns, with a bold, complex flavour perfect for raising a glass to Scotland's national poet, and represents Scotland's rich whisky-making heritage.
The angle
Burns Night on 25 January celebrates Scotland's national poet, Robert Burns, a tradition dating back to 1801. Douglas Laing, Scotch whisky distillers, blenders and bottlers for over 75 years, shared top tips for a great Burns Night: bring the haggis, stock up on whisky, prepare a speech and know the words.
On air
A Scotch whisky expert and brand ambassador from Douglas Laing with a background in Scottish history
The result
8 items of coverage reaching 263k, including BBC Radio Oxford, BBC Radio Berkshire.
About Burns Night
Burns Night is held on 25 January, the birthday of the Scottish poet Robert Burns, born in 1759. It is marked with a Burns supper, which usually includes haggis, readings of his poetry and a toast to his memory. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Burns Night for 2027?
Burns Night next falls on Monday 25 January 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
