Britain’s most loved crisps*, Walkers, has released a festive advert after its research** revealed that more than half (51%) the nation feels additional pressure to be happy at Christmas and pretend that everything is okay

Radio presenter and mental wellbeing ambassador Roman Kemp provides the voiceover for the ad, which aims to remind the nation about the positive impact of talking and humour on mental wellbeing

The ad is now live across TV, cinemas, and digital channels

As part of its partnership with Comic Relief, Walkers has donated £2 million across 2021 and 2022 to support mental wellbeing programmes[1]

Britain’s most loved crisps*, Walkers, has released a festive advert focusing on the positive impact of talking and humour on mental wellbeing. The launch comes after recent research** from Walkers showed that over half (51%) of UK adults feel additional pressure to be happy during the festive season.

Featuring a voiceover from radio presenter and mental wellbeing ambassador Roman Kemp, the campaign forms part of Walkers’ partnership with Comic Relief and aims to highlight the importance of supporting mental wellbeing.  A previous version of the advert aired digitally in 2021 but has since been re-edited and voiced over by Kemp in response of the research findings.

Philippa Pennington, Marketing Manager for Walkers, PepsiCo commented: “We know that Christmas can be a challenging time for many, and the pressure to appear positive and pretend everything is ‘fine’ is particularly strong during the festive season. The message of our Christmas campaign – that it can help to talk about your feelings – is so important and we hope to be able to encourage people to talk a little more this festive season. We are proud to see the benefits of our £2 million donation to Comic Relief and mental wellbeing projects and hope we can continue to raise smiles and get the nation talking this Christmas.”

Sales of salty snacks rise by 10% during the holiday season vs the rest of the year[2]. What’s more, Walkers Crisps is the #1 Brand within Savoury Snacks*, with 26.2% value share in the latest 52 weeks to 15.10.2022.[3]Therefore we recommend retailers capitalise on these opportunities by stocking the right ranges such as Walkers’ HERO 25 range. This includes a number of bestsellers[4], which means that retailers can deliver against consumer demand for flavours they know and love this festive season.

[1] Walkers has donated £2 million to Comic Relief. Comic Relief is the operating name of Charity Projects, a registered charity in England and Wales (326568) and Scotland (SC039730).

[2] Nielsen weekly RSV 52 week ending 01.01.22

[3] NielsenIQ data, Value, Volume, *Savoury Snacks* (defined above) 52 w/e 15.10.22 (GB Total Coverage).

[4] Core Snacking Database and MAT to WE170922 across Total Impulse

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