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New campaign around annual icy dip

Story brrrings a warming tale to Stoats Loony Dook

Stoats Loony Dook

Story, the creative agency,  is behind a new campaign to support the traditional Loony Dook now sponsored by health foods company Stoats.

Some 1,500 people brave the Forth to welcome in the New Year and Story were briefed to come up with a creative platform promoting the association between the icy waters of the Firth of Forth and the energising warmth of Stoats porridge.

Inspired by the language of feeling cold, the team developed a campaign incorporating words beginning with ‘brrr’. The partnership was announced as ‘The Stoats Loony Dook, brrrought to you by the Porridge Pioneers.’ The rallying cry throughout is to ‘Brrring on the porridge!’

Working closely with Stoats and Edinburgh’s Hogmanay, Story’s campaign supports pre-event sign up as well as on-the-day branding.

The concept is carried across a suite of marketing comms, from online and CRM messaging, to on-pack promotion across 50,000 multipacks; trade and consumer advertising; and partnering with South Queensferry’s local retailer Scotmid to create an in store display.

For the day itself, Story will produce branded swimming caps and swim arm bands, to banner flags, waterproof picture frames and a photo stage.

Sheryl Newsome, Story’s deputy creative director, said: “The Loony Dook is a fantastic local event for Stoats to be sponsoring. With this campaign we wanted to keep things relevant, simple and fun. In other words, leave dookers and their supporters with a warm feeling towards the Stoats brand.”

Tony Stone, co-founder of Stoats Porridge, said: “Although we like to be perceived as a healthy product, we don’t like to take ourselves too seriously and Story are able to capture this perfectly.

“We are very excited to see the Stoats name associated with this amazing event and can’t wait to see the campaign come to life over the next few months.”

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