Locally grown, globally known

An independent agency in the heart of Edinburgh, Multiply is an engine of creative possibility. Their food and drink experience spans brands and categories from all over the world, from helping Kraft Heinz and Pladis Global invent new products internationally, bringing brands to life through brand and advertising for Quality Meat Scotland and McIntosh of Strathmore to reaching shoppers in retail channels for Highland Spring and Vimto.

Multiply work with a broad range of food and drink brands both closer to home and further afield such as Glenmorangie, Berries of Scotland, Tennent’s, Seafood Scotland and the Tayto Group. 

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Why provenance marketing matters

The food and drink landscape is constantly shifting. Consumers increasingly want to know the story behind what they eat and drink – who grew it, where it came from, and what the brand stands for. Provenance isn’t just a premium add-on or consumer desire, it’s an expectation.

It takes ambition, collaboration and creativity to tell this story, as depicted in Multiply’s recent work with Quality Meat Scotland. Appointed as their integrated marketing agency in 2024, Multiply developed the integrated ‘When You Know, You Know’ marketing campaign: running across TV, out-of-home, press, radio, paid social and digital, it takes consumers on a field-to-fork journey to understand the Scotch Difference. The creative treatment put Scotland right at the heart of the story, featuring real farmers, butchers and chefs as a means of showing what goes on ‘behind the scenes’ to bring the story of what ‘behind the label’ to life in a real and relatable way.  The local, homegrown story and an emotional connection with producers and industry figures is particularly important at a time when imported red meat is finding its way into Scottish stores…

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The campaign ran on STV, Borders TV, Sky Regional and STV Player, with billboard placements at Edinburgh and Glasgow train stations, proximity advertising near supermarkets and butchers, ads on the Bauer Radio network and premium editorial in national titles, with each touchpoint illustrating the importance of Scottish provenance.

Putting the industry first

Twenty years in, Multiply understands what it takes to build lasting affection for Scottish food and drink, and how much that work depends on a strong ecosystem behind it. A compelling campaign can open doors, but it’s the integrity of what lies behind it that keeps consumers coming back. That integrity doesn’t happen by accident, it’s built through committed farmers, producers and business owners, as well as industry bodies that create community within this ecosystem. 

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Organisations like Scotland Food & Drink play a vital role within this architecture – and Scotland, with its resource and heritage, is incredibly well placed. Multiply’s role is to find the story, shape it and put it in front of the right people.

As noted by one of Multiply’s founding partners, Mark Fowlestone, “Food and drink has been at the heart of our agency for more than 20 years, and our membership with Scotland Food & Drink has been pivotal during this time. In a world where consumers are paying closer attention to where their food comes from and what it represents, that infrastructure of provenance - the assurance schemes, the industry bodies, the shared commitment to quality, this is what gives our creative work its foundation."