Nairn’s is celebrating 130 years of being part of everyday life with a new campaign shining a light on the simple moments that can make the everyday feel better, according to the British public – from getting outside for some fresh air to taking a few minutes to enjoy a snack.
Baking in Scotland since 1896, Nairn’s has stood the test of time by evolving with the changing ways people snack and the moments in which they enjoy it. Its focus on quality and innovation has helped the brand remain relevant across generations, showing up in the everyday occasions with better-for-you snacks.
While what the everyday looks like may have changed over the past 130 years, Nairn’s commissioned new research to understand the moments that matter most to people today, with the findings suggesting that, despite the pace of modern life, it is often the little things that can make the biggest difference.
More than half (51%) of UK adults say getting outside for a walk and some fresh air is one of the everyday moments that can make their day better – more than twice as many as those who chose going to the pub (20%).
And when it comes to taking a moment to themselves, nearly six in 10 (57%) say taking just 10–15 minutes to stop and enjoy a snack leaves them feeling more relaxed, while 40% say it makes them feel happier.
The findings, from an independent survey of 2,000 UK adults, provide a snapshot of the moments, places and occasions people most value today and are helping to shape how Nairn’s is marking 130 years of being part of everyday life. Reflecting a nation that craves the small moments, the campaign will celebrate the pauses that give people a chance to stop and make more of the time they have.
When Brits do get a chance to pause, there is one part of the day when a little pick-me-up could make a real difference. More than a third (35%) say the afternoon slump is when a surprise snack would have the biggest positive impact on their day, making 3pm the nation’s most-wanted moment for an unexpected treat.
When asked where they would choose to stop for a snack anywhere in the UK, the Lake District, Cornwall coastline, Scottish Highlands, Loch Lomond and the Trossachs and Yorkshire Dales emerged as some of the nation’s favourite scenic escapes, highlighting a clear appetite for combining a simple snack break with the great outdoors.
Kevin Butterworth, marketing director at Nairn’s, said: “Reaching 130 years is a wonderful milestone for Nairn’s but we didn’t want to simply look back. We wanted to think about what it means to have been part of people’s lives for 130 years, what our role as a snacking brand looks like today and for the next generation.
“The research shows that, despite how busy life can feel, it’s often the simplest things that make our days better – getting outside for some fresh air, catching up with friends or family, or taking 10 minutes to stop and enjoy a snack. These might seem like small moments but they’re the things we value, and often the things we miss most when life gets busy. That’s what makes this anniversary particularly special for us. For 130 years, Nairn’s has been part of the everyday rituals and routines of generations of people – tucked into lunchboxes, backpacks, handbags and desk drawers, and enjoyed everywhere from morning commutes and coffee breaks to dog walks and family days out.
“The research tells us people don’t necessarily need more time; they want to make more of the time they do have. So that’s exactly what we’re going to help them do. Over the coming weeks, we’ll be bringing a few playful, unexpected and distinctly Nairn’s moments to life across the UK, giving people a reason to stop, enjoy and make a little more of the everyday.”
Rather than celebrating the anniversary with one big moment, Nairn’s will be celebrating the hundreds of small ones that happen every day – from the morning commute and the afternoon slump to dog walks, community activities and a quiet moment somewhere with a view. In the coming weeks, Nairn’s will quite literally be showing up in some of those moments, with a series of unexpected snack deliveries planned across the UK.
The campaign will see Nairn’s take its anniversary celebration out into the real world, surprising people in the places and moments where the research shows they most want to pause – bringing a little unexpected joy to everyday routines.
