Description:
Walker's Shortbread, Scotland's favorite shortbread maker, known for its premium all-butter shortbread, today announced a new national, multi-year partnership with the ASPCA® (The American Society for the Prevention of Cruelty to Animals®). Through the partnership, Walker's is committing to donate a minimum of $100,000 annually* to support animals in need, with donations directly tied to sales of its beloved Scottie Dog Shortbread products.Through the new Shortbread That Saves initiative, consumers can support animal welfare simply by purchasing Walker's Shortbread Scottie Dogs. Eligible products include the Shortbread Scottie Dogs Carton, Mini Shortbread Scottie Carton, Mini Shortbread Scottie Bags, and Shortbread Scottie Dog Tins. The program transforms one of Walker's most recognizable products into a symbol of both the brand's Scottish heritage and its commitment to giving back. The program will be supported through integrated retail, digital, PR, and marketing activations throughout 2026.
A longtime consumer favorite, Walker's Scottie Dog Shortbread is baked in the Scottish Highlands using the brand's signature four-ingredient recipe of butter, flour, sugar, and a pinch of salt. Known for its rich all-butter taste and iconic Scottie shape, the product now serves as the centerpiece of a platform designed to create meaningful impact through everyday moments of enjoyment.
"Our Shortbread Scottie Dog has always been an important symbol of our brand's heritage, and now it represents something even bigger," said Lisa Sherman, Head of Marketing at Walker's Shortbread. "With Shortbread That Saves, we're proud to give consumers a simple and meaningful way to support animals while enjoying a product they already love. This partnership reflects our values, combining quality, heritage, and purpose in a way consumers can feel good about."
Building on its strong U.S. momentum, the partnership reflects Walker's ongoing commitment to connecting with today's consumers by bringing together tradition, taste, and purpose. Walker's aims to make supporting animal welfare both accessible and rewarding for consumers nationwide.
"We're grateful to Walker's Shortbread for their support of the ASPCA's work to care for animals nationwide," said Christina Wyman, Vice President of Corporate Partnerships at the ASPCA. "This collaboration thoughtfully connects Walker's recognizable Shortbread Scottie Dog with our mission to protect vulnerable animals and help give them the second chances they deserve."
Walker's Shortbread Scottie Dogs are currently available at select retailers nationwide and online at us.walkersshortbread.com, with expanded distribution at additional retailers beginning in May. Consumers can look for the Scottie and the ASPCA partnership callout on packaging to support animals in need through their purchase.
Partnership Category:
Non-Profit Organizations
Company:
Partner/Category:
Walker's Shortbread /CPG
Timing:
April 2nd Quarter 2026
Target:
Male
Female
Family
Adults
Adults 55+
Adults 45-54
Adults 35-44
Adults 25-34
Adults 18-24
Teens
Tweens
Kids (6-11)
Preschool
Female
Family
Adults
Adults 55+
Adults 45-54
Adults 35-44
Adults 25-34
Adults 18-24
Teens
Tweens
Kids (6-11)
Preschool
Promotional Elements:
Discount / Special Offer / Promo Code
In-Store / Retail
On Pack
POP Display / End Cap / Shelf-Talker
In-Store / Retail
On Pack
POP Display / End Cap / Shelf-Talker
Media Elements:
Blogs
Direct Marketing
Online
Other
Social Media
Direct Marketing
Online
Other
Social Media
Created On:
2026-04-15
Last Modified on:
2026-04-23
Companies Involved
Rebecca F
Senior Director, Cause Marketing Partnerships
ASPCA
Matthew C
Director, Business Development, Corporate Partnerships
ASPCA
Rebecca F
Senior Director, Cause Marketing Partnerships
ASPCA
Were you involved in this partnership?
Click this button to tag yourself on this partnership.
I worked on this program
(add to your profile)



Chat