MACSWEEN HAGGIS: HOW WE RACKED UP 670K ORGANIC VIDEO VIEWS IN 3 MONTHS.
Haggis, Scotland’s most iconic dish, usually only makes an appearance on Burns Night or in the odd breakfast roll (with a dollop of brown sauce, naturally). Macsween Haggis wanted to change that - and we were all in.
We crafted Macsween’s social feeds to reflect the fun, versatile and flavourful nature of haggis, developing delicious recipes that show how haggis deserve a spot in your weekly shop. But 2025 things got tastier when we launched the brand on TikTok.
Our turning point came when our organic post results were exceeding 200K video views, most of our total monthly results were coming from recipe videos and our post saves were booming. TikTok is a food dominated community - so demand was clear, and we knew it was time to pull the trigger.
The Launch Plan
We already had 30+ recipe videos backed with strong results from Instagram and Facebook. We wanted to use these to feed the algorithm first, allowing the platform to find our audience.
Here’s how we made that happen:
- Maintained a higher post frequency (2-3 posts per week). We could continuously feed the algorithm while still trialling and finding our audience.
- We took a single-minded approach: recipes. This is the space we wanted to be established in.
- On-platform audio. This was key to getting onto the grid and we chose the audio at the time of posting which allowed us to be reactive to what was trending at the time. This increased our chances of appearing on user’s feeds.
- Choice of recipes. These are a labour of love, and we don’t choose them on a whim. We cater each recipe to the audience by checking what’s trending and monitor search volumes so that our pairings are ✨perfect✨.
The Results
In our first month, we reached 186K users with 217K video views – organically. We’ll give you a moment to let that sink in…
TikTok had given us a thumbs up to say our approach was working and we just kept it going, delivering some pretty mouth-watering results…
Oklahoma Smash Burger
Reach – 114K
Video Views – 126K
Engagements – 6.5K (6,521)
Post Saves - 970
Black Pudding Carbonara
Reach – 94K
Video Views – 102K
Engagements – 4K (3,980)
Post Saves – 884
Haggis Smash Burger (our first ever video)
Reach – 89K
Video Views – 97K
Engagements – 4.3K (4,283)
Post Saves - 704
Chicken Balmoral Pie
Reach – 84K
Video Views – 91K
Engagements – 4.2K (4,170)
Post Saves - 1,261
Haggis Potato Salad
Reach – 78K
Video Views – 85K
Engagements – 4.9K (4,919)
Post Saves – 1,526
What’s Next?
For us: Now that we’ve put in the groundwork and seen that this is a huge opportunity area, we’re going to introduce some paid media. This will (hopefully) make our results even better and help us push haggis into the weekly shop. After all, it’s just too good to only have one night a year.
For you, the reader: This is your quite literal food for thought. If you work for a brand that can’t seem to break through in your results, take this as your sign to rethink your approach and explore the potential guard rails that could be affecting performance.
Our advice?
- Trust your experts, they know the space and only want to see you find your place in it.
- Listen to your audience. The results are your window into how your audience feel about what you share. For us, it’s post saves. So, think what metric matters most to you.
- Format fit for social. A key reason we’ve been able to get where we are is because we always think social first. Our videos are shot in 9:16 and are edited to fit social, mirroring the native styles users expect on the platform.
Look for audios you can use on the platform, it’s a social game – so play it!
Keep up to date with all of our recipes on the @Macsweenhaggis TikTok page.