Aiming to raise awareness and inform consumers’ snacking decisions

Walkers is launching a new campaign that focuses on driving 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, humorous TV adverts.

Calorie content is currently the number one consideration of families purchasing snacks[1]. However, 71% of UK consumers are not aware of Walkers current portfolio of snacks that contain under 100 calories[2]. Seeing this disconnect, Walkers wish to help people make a more informed choice when snacking, through this campaign.

Geoffrey Holtes, Senior Brand Manager at Walkers, comments: “This activation is all about raising more awareness of the calorie content of a selection of our snacks. 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.”

The campaign aims to drive awareness and shift perceptions, ultimately driving retailers’ sales. A selection of TV adverts will hit the nation’s TV screens from 31st 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 very same reactions people feel when they first learn about the calorie count.

The campaign goes live from the 31st July across TV, OOH, advertising, social and in-store media.

**This is an average value. For the products which are very close to the 100kcal mark, a % of the packs will have over 100 kcal. 

[1] 5Ws Wave 2, H2 2020. Product Features Study

[2] Zappi Study H1 2021

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