Nairn’s has announced it has invested £1 million in its first ever TV-led brand campaign, with ‘nything Goes’ as its central theme.

Edinburgh-based The Lane Agency is behind the ‘fast-moving, colourful’ TV advert which features a selection of characters highlighting the ‘great taste and versatility’ of Nairn’s and showing that it is a brand for everyone.

The ad includes scenarios exploring the multitude of snack and meal occasions where Nairn’s products can be enjoyed: from a mum enjoying a well-deserved break, a family on a camping trip and a drag queen prepping for a show, to everyday occasions such as a working lunch and post-yoga snack.

“We have always prided ourselves on producing delicious oat-based products that are simple, natural and wholesome, and endeavoured to create a connection with anyone who cares about healthy eating,” says Emma Heath, Nairn’s head of marketing. “The nything Goes campaign is essentially shorthand for what the brand is all about: endless possibilities. We want to tie occasions, people and our tasty and nutritious products together, to engage and welcome new users into our Nairn’s family and bring an unexpected smile to the faces of those who already know us well.”

The ad is airing this month on ITV and the ITV Hub in London, the South East and South West with subsequent bursts to follow later this spring and autumn, supported by a PR and influencer campaign showcasing the versatility of the Nairn’s range and the benefits of oats.