Walkers, as a partner of the UEFA Women’s EURO 2025, is helping retailers to build on the nation’s football fever as we enter the tournament’s knockout stages – with the continuation of its biggest-ever Women’s football campaign, partnering with two of the game’s biggest stars for a full 360 treatment.
The activity includes eye-catching packs with illustrations of two of the women’s team’s biggest stars – Leah Williamson, featuring on Walkers Ready Salted packs, and Lauren James, featuring across Walkers Cheese & Onion. Walkers is also drumming up excitement with a nationwide out-of-home campaign, using a Walkers crisp to create playful football graphics. This will be accompanied by a personalised social and digital media plan and print media placements, helping to create exciting in-the-moment content as the tournament progresses.
The brand’s “No Walkers, No Game” ad, which features superstars Lauren James and Leah Williamson, will feature prominently during ITV’s coverage of the tournament as it reaches its climax. The advert sees James and Williamson search for somewhere to watch the game, surprising and delighting fans as they visit different venues. However, the one condition for them staying to watch the game is that the venue must serve Walkers, emphasising that there is no substitute for Walkers when the football is on.
The campaign is supported by point-of-sale materials to keep the brand front of mind, encouraging shoppers to pick up their favourite flavour ahead of big games.
The new visuals feature across Walkers Ready Salted and Walkers Cheese & Onion flavours in the grocery and convenience channels. Formats include 150g sharing packs and 6 x 25g multipacks (Walkers, Walkers 45% Less Salt and Walkers Baked).