Walker's Shortbread Joins NYC's Tartan Day Parade with Scottie Dog Activation

The iconic shortbread brand partners with ASPCA for a day of Scottish heritage, sweet treats, and animal welfare support.

Apr. 11, 2026 at 12:00am

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A brightly colored, high-contrast silkscreen print of a single, iconic Scottie dog figure made of Walker's Shortbread, repeated in a tight grid pattern against a vibrant neon color background, conceptually representing the brand's activation at the Tartan Day Parade.Walker's Shortbread brings a playful, pop art-inspired Scottie dog display to the Tartan Day Parade, celebrating Scottish heritage and supporting animal welfare.NYC Today

On Saturday, April 11th, 2026, Walker's Shortbread will be participating in New York City's annual Tartan Day Parade with a larger-than-life Shortbread Scottie Dog structure. From 11am to 2pm, parade-goers can snap photos, scan a QR code, and guess how many shortbread pieces make up the display for a chance to win a year's supply of Walker's Shortbread. The celebration will also feature festive giveaways like Scottie Dog pins, shortbread samples, and branded bandanas.

Why it matters

The Tartan Day Parade is a major annual celebration of Scottish heritage and culture in New York City, drawing thousands of participants and spectators. Walker's Shortbread's activation not only aligns with the parade's theme but also kicks off a new national partnership with the ASPCA, bringing an element of animal welfare support to the festivities.

The details

Walker's Shortbread is bringing a larger-than-life Shortbread Scottie Dog structure to the Tartan Day Parade, inviting parade-goers to snap photos, scan a QR code, and guess how many shortbread pieces make up the display. The winner will receive up to a year's supply of Walker's Shortbread. In addition to the interactive display, the brand will be handing out Scottie Dog pins, shortbread samples, and branded bandanas along the parade route.

  • The Tartan Day Parade will take place on Saturday, April 11th, 2026.
  • Walker's Shortbread's activation will run from 11am to 2pm on the day of the parade.

The players

Walker's Shortbread

An iconic Scottish shortbread brand that is kicking off a new national partnership with the ASPCA and bringing a playful activation to the Tartan Day Parade.

ASPCA

The American Society for the Prevention of Cruelty to Animals, a national non-profit organization focused on animal welfare, which is partnering with Walker's Shortbread for this event.

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What they’re saying

“We're thrilled to be part of the Tartan Day Parade and to kick off our partnership with the ASPCA in such a celebratory way. It's the perfect opportunity to bring together our Scottish heritage, delicious shortbread, and a shared commitment to animal welfare.”

— Heather Barratt, Marketing Director, Walker's Shortbread

What’s next

Parade-goers who participate in the Shortbread Scottie Dog activation will be entered for a chance to win up to a year's supply of Walker's Shortbread. The winner will be announced in the days following the event.

The takeaway

Walker's Shortbread is leveraging the popularity of the Tartan Day Parade to not only celebrate its Scottish heritage but also kick off a new partnership with the ASPCA, bringing an element of animal welfare support to the festivities and engaging with the local community in a fun, interactive way.