A joint summer marketing campaign between Highland Spring and VisitScotland has launched, created by Merle.

The ‘Perfect Setting’ campaign looks to focus on the quality of Scottish food and drink as it raises awareness of the country’s natural produce.

The ads carry the tagline ‘The freshest food and drink awaits you’, and were shot on location at Inverlochy Castle in Lochaber, Bridge of Orchy in the West Highlands and Eddrachilles in North West Scotland.

An extensive outdoor media campaign is planned, focusing primarily on the London Underground with 6 and 48 sheet executions and for the first time deploys cross track projection sites.  

The idea was written and art directed by Joint creative directors Stuart Anderson & John Dean.

An integrated online advertising schedule has also been developed by GRP and Frame. This will be supported through Bluechip with nationwide sampling events at key commuter locations in London, Manchester, Newcastle, Glasgow and Edinburgh.

At the same time, an interactive consumer micro site, has been launched, featuring recommendations for some of the best locations in Scotland to enjoy the finest fresh food and drink at source

Photography by Paul Tomkins at Visit Scotland and Victor Albrow at The Miss Jones Agency.

Retouching by Dan Watkins at Papa Imaging.

Media buying and planning has been handled by Spirit Media.