Make it Scotch Beats Ad Benchmarks When Healthier Choices Are Top of Mind

High-Impact Engagement During Key Health Moments

CTR on Velocity

01.0120%

Viewability on Velocity

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Attention Time on Hang Time

01234s

Industry

CPG

Region

EMEA

Challenges

With health and wellness messaging dominating the landscape, the brand needed to cut through the noise and ensure it remained top of mind in a highly competitive environment. At the same time, it was critical to spark positive, informed conversations around red meat, placing messaging in contexts where audiences would be most receptive and open to reconsidering its role within a healthy lifestyle.

Methodology & Strategy

With health and wellness messaging dominating the landscape, the brand needed to cut through the noise and ensure it remained top of mind in a highly competitive environment. At the same time, it was critical to spark positive, informed conversations around red meat, placing messaging in contexts where audiences would be most receptive and open to reconsidering its role within a healthy lifestyle.

Finding Make it Scotch’s Audience

Using the Mindset Graph’s contextual intelligence, we identified that Make it Scotch’s audience was most receptive when engaging with content tied to their personal interests and lifestyle, such as Hobbies & Interests and Style & Fashion. These environments signaled a mindset centered around self-improvement and everyday decision-making, creating the ideal conditions to introduce messaging around nutrition and balanced diets.

Beyond context, timing also played a critical role, with performance consistently peaking midday. This lunchtime window reflected a highly engaged, consideration-driven mindset, where audiences were actively browsing and more open to food-related inspiration, making it a powerful moment to connect and influence perception.

Audience Engagement

A mix of high-impact formats ensured the campaign stood out within premium content environments.

These formats created scroll-stopping, high-attention moments, allowing the messaging to land more effectively while maintaining a seamless user experience. By aligning creative with both context and timing, the campaign maximized engagement without disruption.

Performance/Results:

With health and wellness messaging dominating the landscape, the brand needed to cut through the noise and ensure it remained top of mind in a highly competitive environment. At the same time, it was critical to spark positive, informed conversations around red meat, placing messaging in contexts where audiences would be most receptive and open to reconsidering its role within a healthy lifestyle.

01.0120%

CTR on Velocity

0123456789012345%

Viewability on Velocity

01234s

Attention Time on Hang Time

Above benchmark CTR across all ad units

“GumGum helped us place our message in the right mindset moments, connecting with audiences as they actively explored healthier lifestyle choices. The campaign didn’t just drive performance, it helped spark positive conversations around red meat’s role in a balanced diet.”

Kirsty MacDonald

Marketing Manager, Quality Meat Scotland