Walkers is introducing a brand-new look across its core range of crisps, adding a splash of humour to tie in to its latest campaign: When life gives you potatoes, make crisps. 

With clear signposting to Walker’s proud use of British potatoes, the packs feature some fun facts and history into the brand’s sustainable sourcing credentials, great taste promise and zero use of additives, artificial colours or preservatives. When you look at a potato, what do you see? Probably just a potato, right? Well, in 1948 Henry Walker saw potential. 

Fernando Kahane, marketing director Walkers Snacks at PepsiCo, explains: “Unbeatable quality has always remained at the heart of everything we do at Walkers. We harvest only the finest potatoes from over 80 farms around Britain and this is something we want to share with consumers. We understand that provenance and brand responsibility is very important to them. The new packs will feature a QR code which will link through to the Walkers website, where people can find out more about how we care for our spuds and the planet.

“This fresh new look for Walkers forms part of our wider brand ambition to drive greater purpose. The launch of our new brand campaign is centred on inspiring the nation to turn everyday life adversities with a bite of levity and positivity.”

Walkers is joining up with Comic Relief in a long-term partnership, with extra help from Asim Chaudry and Jessica Knappett, to demonstrate the power that humour can have to positively influence mental wellbeing. To kick-start the collaboration, Walkers launched their ‘#WalkersTweetRelief’ event last week, raising awareness of the power of humour and pledging to donate £1 to Comic Relief for every positive tweet sent using the hashtag. The campaign received over 250,000 engagements, and thousands of people helped raise money for Comic Relief. A new unmissable TVC will also follow alongside heaps of humorous out of home advertising and a social media campaign.

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