Tennis legend Andy Murray has been announced as the first-ever brand ambassador for Walker’s Shortbread, marking a major milestone in the 127-year history of the family-owned business.
The iconic multi-year partnership is a celebration of Scotland at its finest – spotlighting the shared sense of national heritage, pride, and understated charm of two of Scotland’s most famous exports.
Both the tennis star and the shortbread brand started small, in little Scottish towns and through years of dedication and hard work honing their craft, have gone on to achieve international recognition.
It is that shared journey that inspired the campaign’s message: ‘A Wee Bit of Scotland that’s Come a Long Way’.
Andy Murray, tennis champion and the new face of Walker’s Shortbread, said:
“I am proudly Scottish, and partnering with Walker’s, a brand that has been representing Scotland around the world for well over a century, felt like a great fit for me.
“I come from a small tight-knit community and when I look back at where I have come from, I am proud of what I’ve achieved, which is something I share with Walker’s.
“It’s a real honour to be part of this next chapter for such a well-loved Scottish brand.”
With 46 tour titles under his belt and three Grand Slam wins – the two-time Olympic Gold Medal winner, and self-proclaimed shortbread superfan, added:
“I’ve been eating shortbread since I was a kid – my gran would make it all the time for us. We even celebrated my Wimbledon win with shortbread.
“Shortbread is one of my simple pleasures. No matter where I am in the world, a piece of Walker’s Shortbread always transports me back home.”
Nicky Walker, Managing Director, Walker’s Shortbread:
“We are incredibly excited to welcome Andy Murray as our very first brand ambassador. We’ve always admired Andy’s achievements, his dedication and his cautious charisma as well as his very obvious close relationship with his own family. These are qualities that resonate deeply with our own values at Walker’s Shortbread. We are genuinely honoured that Andy and his team have acknowledged Walker’s as a suitable partner, and we are looking forward to this exciting new venture as we continue to promote ‘Scotland at its Finest’.”
The partnership will debut with a bold, striking black and white campaign, launching on 30 June to coincide with the start of Wimbledon. Shot with a sleek, cinematic feel, the ad showcases the shared qualities of both the brand and the tennis champion with a humorous twist – a nod to the warmth and wit Scotland is known for.
An advertising campaign will see the hero image appear in major train stations across the UK, while the video campaign will roll out across social media and digital platforms.
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Joseph Clarke
Editor, International Bakery
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