Walkers launches new campaign highlighting under 100 calorie range


Walkers has announced a new campaign to drive awareness of its current selection of multipack snacks that contain 100 calories or less.

As part of the campaign, the logos of each product will be replaced with words of surprise across all creatives, including new TV adverts.

The campaign follows research that found 71 per cent of UK consumers are not aware of Walkers current portfolio of snacks that contain under 100 calories. With calorie content is currently the number one consideration of families purchasing snacks, Walkers hopes to help people make a more informed choice when snacking through this campaign.

“This activation is all about raising more awareness of the calorie content of a selection of our snacks,” Geoffrey Holtes, senior brand manager at Walkers, commented.

“Through our initial research we quickly realised people were genuinely surprised when they learned that their favourite snacks were under 100 calories, and since calorie content is such a key consideration when making snack purchases, we wanted to ensure our customers are informed. Therefore, by shining a light on our<100 calorie range – that spans Wotsits, Quavers, French Fries, Squares, Snack-a-Jacks and Frazzles – we hope to pleasantly surprise people.”

A selection of TV adverts will hit the  TV screens from 31 July, centring on people’s reactions when they discover the calorie content of their bag of Walkers snacks. Each product’s logo will be merged with expressions of surprise and delight across the creative assets. For example, Wotsits will be transformed to say ‘Wot?’ and French Fries will read ‘Fancy that’.

The campaign spans across TV, OOH, advertising, social and in-store media.