Walkers’ ‘comeback campaign’ is first to unite full snacks portfolio


Walkers’ new multi-million pound campaign brings its full snacks portfolio together for the first time, to remind consumers about the brand’s “unique and diverse” range.

The “comeback campaign” is the brand’s first since supply chain difficulties and product shortages saw its crisps briefly absent from UK supermarket shelves towards the end of last year.

Created by VCCP London, ‘Britain’s Most Loved Crisps’ launched on Saturday (15 January) with a 30-second TV ad, which shows the variety of ways in which consumers consumer their crisps of choice, from a crisp sandwich to tipped into their mouths to straight from the packet. Walkers says the ad highlight’s the brand’s “versatility”, and continues to showcase its new brand purpose to bring “levity and positivity” to the nation.

“We realise how much the nation has missed their favourite crisps, and the launch of our new advert recognises this by celebrating the enjoyment that the Walkers portfolio provides,” says senior marketing director for Walkers Snacks at PepsiCo, Fernando Kahane.

“Many of the nation’s favourite snacks are now widely available, and we are incredibly thankful to our retailer partners and shoppers for continually demonstrating their love for our brands. No matter how you enjoy your crisps, there really is a Walkers for everyone, and we’re so pleased that consumers can now get their hands on many of our SKUs that they know and love.”

The campaign will run in the UK until February 25, with the hero creative to run across TV, social and instore. Media has been planned and executed by OMD and Sips+Bites.