Walkers - Best Ever Fan - 2019

Advertiser Walkers
Sector FMCG
Buying route AGP
Audience Adults
Sector Food
Target Audience All Adults
Package FMCG
Media Agency OMD
Copy Length 90"/60"

Background

  • According to Mintel over 9 in 10 adults ate a packet of crisps in 2018 and as the number one crisp brand in the UK Walkers remain in a strong position. The challenge however was to keep Walkers feeling relevant and ensure they’re still connecting with customers.
  • -Walkers wanted to rejuvenate the brand and be at the “beating heart of popular culture” – building on its heritage and modernising perceptions of Walkers. Rather than needing to increase top-of-mind awareness (where Walkers already performs strongly) the focus for this campaign was all about creating “talkability”.
  • In order to ensure its new positioning landed with impact, Walkers identified the Spice Girls reunion tour as 'the biggest cultural moment of the year' and a perfect opportunity to bring new life to its old partnership with the Spice Girls, the face of the brand’s advertising during the late nineties.

Plan

  • Walkers launched its new #BestFanEver creative simultaneously across TV, cinema and social media – with the 90” creative running for the first day in cinemas to land the story in full with audiences, before switching to a 60” version for the rest of the cinema campaign. 
  • Cinema was included on the plan to help build fame and drive reach as a part of a multi-media AV campaign designed to reach as many as possible.
  • Walkers bought a HFSS AGP showcasing the ad in front of a range of films including Rocketman, John Wick: Chapter 3 – Parabellum and X-Men: Dark Phoenix.
Walkers - Best Ever Fan 2019