Walkers has launched its latest fang-tastic digital and out-of-home campaign centred around its ghoulishly good snacks, Wotsits Giants and Monster Munch Giants. With shoppers enjoying more big nights-in at home, the advertising activity will add seasonal relevance to the Walkers brands and help retailers to boost savoury snacking sales during the spooky season.
The campaign plays on the idea of “Scarily Giant” snacks, with the digital and out-of-home creatives mimicking the traditional black and white horror films, as adults are spooked by giant versions of their favourite snacks – Wotsits and Monster Munch. With 80 per cent of all crisp, snacks and nuts occasions coming from adult-only households during the Halloween season, savoury snacking provides a clear opportunity for retailers during the occasion. The activity will help to position Wotsits Giants and Monster Munch as the go-to snack of the season and tap into the cultural trend of “kidulting”, which sees adults tap into their nostalgia and enjoy the snacks they loved when they were younger.
Wotsits Giants Really Cheesy are in the perfect position to be at the centre of the campaign, helping retailers to make the most of the adult Halloween sales opportunity with 69 per cent of Wotsits Giants being consumed by adults only.
Monster Munch is a brand that many of today’s adults grew up with and still enjoy. In fact, 70 per cent of all Monster Munch occasions are adult only, highlighting another huge opportunity for retailers during Halloween and beyond, as consumers look for nostalgic flavours that take them back to their youth.
“The Savoury Snacks Category is an important category during the season, and adult shoppers are the main driving force behind this,” said Wayne Newton, Senior Marketing Director at Walkers. “Our latest campaign will help to encourage savoury snacking purchases amongst adults looking for nostalgic flavours and drive awareness of the importance of the Savoury Snacks Category this Halloween.”
Wotsits Giants are also available in RRP price marked packs, just in time for Halloween. RRP PMPs remain the number one contributor to crisps and snacks growth in value compared with other segments, as shoppers look for reassurance on price, making the new Giants a must-stock during the Halloween season.
The campaign is now live until October 31 across digital and OOH, and will include influencer and PR activity.