With many Brits aware of Burns Night but fewer actively celebrating it, the Relations Group delivered a broadcast campaign to raise awareness of Aberfeldy Single Malt Scotch Whisky and position it as the approachable, social choice for modern celebrations. Timed around Burns Night, the campaign used new research to highlight the opportunity to educate audiences on Scottish whisky heritage—revealing that most Brits don’t realise Scotch whisky must be made in Scotland—while reframing the occasion as one of warmth, storytelling and togetherness rather than formality. By showcasing Aberfeldy’s inclusive, easy-to-enjoy character, the campaign connected with both whisky enthusiasts and newcomers, encouraging listeners to discover Scotch in a fresh, relevant way and positioning Aberfeldy as the natural choice for celebrating Burns Night with friends and family.