Walker’s Shortbread
Walker’s Shortbread
A 125-Year Legacy, Made Modern
Walker’s Shortbread is an iconic Scottish heritage brand with more than 125 years of baking tradition, known globally for its uncompromising commitment to quality, simple ingredients, and time-honored family recipes. When Walker’s Shortbread partnered with Startr Co., a boutique PR agency and leading food & beverage PR agency with teams in Los Angeles and New York, the goal was clear: elevate brand awareness through high-impact media coverage, reinforce category authority, and support key brand milestones through thoughtful, strategic media relations.
Building Cultural Relevance for a Legacy Brand
From the outset in early 2024, our boutique PR Agency developed a robust editorial strategy centered on moments that matter most to Walker’s consumer. Valentine’s Day, Mother’s Day, Father’s Day, and the holiday season became core storytelling anchors, allowing us to consistently position Walker’s Shortbread as both a premium gifting staple and an everyday shareable treat.
We ensured editors across top national outlets understood the full breadth of the Walker’s Shortbread portfolio, from classic pure butter shortbread to seasonal tins, gift towers, and limited-edition offerings that celebrate the brand’s Scottish roots.
Driving Impact Through Product, Partnerships, and Prestige
One of the most impactful initiatives was positioning Walker’s Shortbread Advent Calendar as a must-have holiday gift. Through targeted pitching, strategic product seeding, and compelling brand storytelling, we transformed the Advent Calendar into a seasonal hero SKU for Holiday 2024 and 2025.
As a CPG PR agency and PR agency for food brands, Startr Co. also supported Walker’s at pivotal brand moments, including Sir Jim Walker receiving the 2024 American Scottish Foundation Wallace Award, expanded distribution in Walmart, Kroger, and other key retailers, and the brand’s high-profile partnership with tennis legend Andy Murray.
In 2025, we further future-proofed the brand by launching an Impact affiliate platform as part of a broader affiliate marketing PR strategy to support long-term growth and digital performance.
The Results: Sustained Visibility and Retail Momentum
Results from the ongoing partnership include:
127 National Media Placements
32 Trade Media Placements
10 Billion+ Impressions
2 Features on the TODAY Show
Coverage in CNN, PEOPLE, Bon Appétit, Oprah Daily, Food & Wine, Good Morning America, and more
Successfully repositioned the Walker’s Shortbread Advent Calendar as a top holiday gift item
Built and launched an Impact affiliate platform to support ongoing e-commerce growth
As a best PR agency Los Angeles and best PR agency NYCfor food and snack brands, Startr Co. is proud to help Walker’s Shortbread continue delighting generations with exceptional shortbread that is perfect for sharing, gifting, and celebrating life’s everyday moments.
