Shmooz in Nuts Magazine: A Bold Move from the Archives!

Yes, really... That Nuts Magazine!

Following on from our last blog post, where we looked back at our pre-digital marketing days in St Andrews, we couldn’t skip over one of our more eyebrow-raising choices: our ads in Nuts Magazine.

At the time, Nuts was one of the UK’s most widely read men’s magazines, hugely popular among a key slice of our target audience: male students. With its mix of laddish humour, celebrity interviews, and lifestyle content, Nuts sat proudly on coffee tables and dorm room floors across university towns - including St Andrews. If we wanted to reach a high-energy, fashion-aware (and sometimes fashion-challenged) crowd of young men, it made sense to meet them where they already were.

The decision might seem unconventional now, but back then it felt bang on. Our ad sat among football banter, fast cars, weekend plans and... well, you all know what! For many students, these weekend plans often included a trip into town and a fresh outfit for the Union or the Vic. Shmooz wasn’t just another shop; we were a destination, a part of student life, and we weren’t afraid to be bold to get noticed.

Looking back, it’s a reminder that good marketing isn’t always about playing it safe; it’s about knowing your audience, speaking their language, and standing out in the places they actually spend time. And for a certain moment in time, Nuts was exactly that.

Isn't that just nuts? 

The Shmooz Team 💙💜