Scottish tennis star Andy Murray is teaming up with Walker’s Shortbread for a festive campaign rolling out in major UK airports this holiday season. The push, launched in mid-December 2025, highlights Scottish heritage through tastings, games and special gifts, drawing crowds at spots like Edinburgh and London Heathrow.
Campaign Launch and Key Features
Walker’s Shortbread kicked off its Christmas drive on December 15, 2025, with pop-up activations in five busy UK airports. These include Edinburgh, Glasgow, London Heathrow, Gatwick South and London Stansted, timed to catch travelers heading home for the holidays.
The effort builds on Murray’s role as the brand’s first global ambassador, named earlier this year. It uses the tagline “A Wee Bit of Scotland That’s Come a Long Way” to tie Murray’s journey from Dunblane to tennis fame with the shortbread maker’s growth from a small Scottish bakery in 1898 to a worldwide name.
At the heart of the activations are tasting bars where people can sample all-butter shortbread in a setup decked out with tartan patterns, snowflakes and winter scenes. Visuals feature Murray in a custom Christmas jumper, which the brand auctioned off to support the charity Cash for Kids.
Interactive Experiences for Travelers
One standout feature is the spin-to-win game at London Heathrow Terminal 5. Travelers spin a wheel for chances to win prizes that make the airport wait more fun.
Prizes include:
- A year’s supply of Walker’s Shortbread.
- Branded hampers with tartan tennis balls and items signed by Murray.
- Smaller treats like festive shortbread tins.
In London Stansted, a replica of founder Joseph Walker’s original delivery van takes center stage. It comes with a digital screen showing campaign ads and lets visitors pose for photos or grab samples.
These setups aim to blend fun with gifting ideas. Shoppers can buy special packs, such as shortbread shaped like Christmas trees or in tartan boxes, perfect for last-minute presents.
Murray’s Role and Charity Tie-In
Andy Murray, who retired from professional tennis in 2024 after winning three Grand Slams and two Olympic golds, brings star power to the brand. His Scottish roots from Dunblane make him a natural fit, and he has spoken about enjoying shortbread as a comfort food during his career.
The custom jumper Murray wore in ads sold at auction, raising funds for Cash for Kids. This group helps children in need across Scotland, adding a feel-good layer to the campaign. Past efforts by Walker’s have supported similar causes, like food banks during tough times.
Murray’s involvement extends beyond ads. He surprised fans at a pop-up event earlier this month, handing out shortbread and chatting about his post-retirement life.
Broader Impact on Travel Retail
This campaign taps into the booming travel retail scene, where food gifts like shortbread see big sales during holidays. UK airports handled over 280 million passengers in 2024, with peaks in December, making them prime spots for brands.
Walker’s reports strong growth in airport sales, up 15 percent from last year, thanks to global demand for Scottish treats. The push also aligns with trends in experiential marketing, where brands create memorable moments to stand out.
Here’s a quick look at airport activations:
| Airport | Main Attraction | Special Offer |
|---|---|---|
| Edinburgh | Tasting bar with Murray visuals | Free samples of festive shortbread |
| Glasgow | Tartan-themed pop-up | Signed merchandise giveaways |
| London Heathrow T5 | Spin-to-win game | Hampers and year-long supplies |
| Gatwick South | Winter wonderland setup | Discounted gift packs |
| London Stansted | Replica delivery van | Photo ops and digital ads |
Why This Matters for Holiday Shoppers
For travelers, these activations solve the problem of finding quick, thoughtful gifts. Shortbread’s long shelf life and cultural appeal make it ideal for international flights.
The campaign entertains with its Scottish charm, from Murray’s deadpan humor in ads to the cozy tasting areas. It reminds people of home during busy travel times, boosting moods and sales alike.
Experts say such partnerships work well because Murray’s fame draws attention, while Walker’s quality keeps customers coming back. With Christmas just days away, expect these spots to buzz with activity.
What do you think of this festive team-up? Share your thoughts in the comments or pass this story along to friends planning holiday trips.
