Walkers, the UK crisp and snack manufacturer, is pouring GBP27m (US$52.9m) behind the brand this year, in a bid to encourage consumers to celebrate Britishness.
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The “home grown” campaign is designed to help leverage an “emotional connection” with UK and reinforce the message that the product is made from 100% potatoes.
Large-scale promotions are planned throughout the year and the campaign kicks off this month with the re-airing of the 2007 advert where ex-England footballer Gary Lineker joins a group of farmers to celebrate the mud and rain that help create the perfect growing conditions for potatoes.
The television campaign – on air around programmes made in the UK from January to February 29, is one part of the backing for Walkers throughout the year.
During 2008, the PepsiCo-owned brand is again planning a tour of the UK with its “hot crisps” van – an experimental sampling campaign to reinforce the “simple pleasure” of eating Walkers crisps in an engaging way.
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By GlobalDataJon Goldstone, vice president of Walkers marketing, said: “As consumer perceptions continue to change, we need to continue to evolve the Walkers brand. Consumer attitudes to health and their perceptions of quality continue to shift and we must ensure that our products remain relevant to those changing attitudes.
“We’ve already made massive strides to do this, but now it’s time for the brand to make another step change to help consumers change the way they think about Walkers crisps. We want them to not only think about Walkers as a great tasting and fun snack – but also as a brand with warmth, true provenance, quality ingredients and of course inherent Britishness.”
