By Heather Taylor, Editor-in-Chief, PopIcon
Only one cookie company is known for having Scottish terrier-shaped treats and that’s Walker’s Shortbread. Though their shortbread collection comes in assorted shapes, like circles, triangles and ovals, their most well-known biscuits are the ones baked to resemble Scottie Dogs.
Does this make the iconic Scottie the unofficial mascot of Walker’s Shortbread? We caught up with Lisa Sherman, Head of Marketing at Walker’s Shortbread, to learn more about how the Scottie Dogs are viewed as an extension of the brand’s heritage and the important ongoing partnership between Walker’s and ASPCA animal welfare programs.
How did it come to pass these cookies would be shaped like little terriers?
The Scottish Terrier felt like a natural extension of who we are as a brand. Walker’s was founded in the Scottish Highlands in 1898, and the Scottie is one of Scotland’s most recognizable and beloved symbols.
When we introduced Scottie-shaped shortbread, the intention was to celebrate that heritage in a way that felt warm, approachable, and unmistakably Scottish. Just as our tartan reflects our roots, the Scottie became another way to visually tell our story.
Over time, the Scottie Dog shortbread has become one of our most recognizable products, a small but meaningful symbol of the craftsmanship and tradition behind every Walker’s recipe.
Did a real dog inspire the Scottie Dogs?
While the design wasn’t based on one specific dog, it was inspired by the classic characteristics of the breed, loyal, confident, and full of personality. In many ways, those traits mirror Walker’s as a brand: proud of our heritage, consistent in quality, and quietly distinctive.
When did Walker’s first debut its terrier-shaped cookies and what was the customer response like?
Walker’s first introduced Scottie Dog shortbread over a decade ago as part of our ongoing commitment to celebrating Scottish identity through our products. What started as a charming nod to our roots quickly became one of our most loved and recognizable shapes.
Customers immediately connected with the product. The Scottie shape adds a sense of personality and gift ability while still delivering the same classic all-butter shortbread taste Walker’s is known for.
Today, Scottie Dogs remain a favorite for both loyal customers and new consumers who are discovering the brand for the first time. They often serve as an entry point into Walker’s because they are distinctive, memorable, and unmistakably ours.
Has Walker’s ever thought of going the brand mascot route with a Scottie Dog character, whether animated or real?
The Scottie is certainly an important brand symbol for us, but we tend to think of it less as a traditional mascot and more as an extension of our heritage and brand identity.
We are exploring creative ways to bring the Scottie to life through storytelling, partnerships, and brand experiences, but always in a way that stays true to Walker’s premium positioning and authentic roots.
Rather than becoming a cartoon character, the Scottie represents something more enduring for us, a visual reminder of our Scottish origins and the tradition behind every box of shortbread.
Are there any clever campaigns or social media content you’ve worked on featuring the Scottie?
The Scottie continues to play an important role in how we connect emotionally with consumers. Recently, we have featured Scottie in campaigns that highlight both our heritage and our purpose, particularly through storytelling that connects the brand to moments of sharing, gifting, and everyday indulgence.
One recent example was at Expo West, where we officially introduced our ASPCA partnership to the trade and debuted a larger-than-life Scottie Dog Shortbread structure at our booth. The installation became a natural gathering point and created a fun, interactive photo opportunity that encouraged social sharing while bringing our Scottie icon to life in a memorable way.
We have also seen great engagement with content that celebrates the Scottie as a recognizable brand icon, whether through seasonal moments, partnerships, or creative activations that bring together our Scottish roots and modern brand storytelling. The Scottie gives us a distinctive and authentic way to connect tradition with today’s consumers.
Can you expand a bit on your partnership with ASPCA?
Our partnership with the ASPCA is a very meaningful evolution of the Scottie story. Through this partnership, purchases of participating Scottie Dog products help support the ASPCA’s work to help vulnerable animals nationwide.
What makes this partnership special is how naturally it connects to the Walker’s brand. The Scottie has always been part of our identity, and this initiative allows that symbol to stand for something even bigger, combining tradition with purpose.
We often say this is Shortbread that Saves. It allows consumers to enjoy a product they love while also supporting a cause that resonates with many of our customers.
What’s next for Walker’s Shortbread in 2026?
In 2026, Walker’s is focused on continuing to grow thoughtfully while staying true to what has made the brand successful for more than 127 years.
At the core of our strategy is a clear belief: true growth should always strengthen what makes Walker’s special, never compromise it. That means staying true to the same pure butter, simple ingredients, and time-honored baking traditions that have defined our shortbread since 1898.
Our ambition is to grow the right way — by continuing to build trust with consumers, one box of shortbread at a time.
Image Credit: Walker’s Shortbread
About the Author
Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.
