Walkers to launch an industry first campaign, making its ‘Better for you’ range synomonous with the 2025 Dry January® Challenge

PepsiCo is kicking off the new year by investing into its ‘Better for you’ range and launching a multi-brand campaign shining a spotlight on Walkers Baked, Walkers Less Salt, Snack A Jacks, Pop Works and SunBites. Driving brand relevance throughout January, the campaign is set to announce the line-up as the official snacks of the 2025 Dry January® Challenge.

The tongue in cheek campaign highlights that the snacks are 0.0% alcohol, making them the perfect choice for consumers looking for a wider variety of snacking choices that don’t compromise on taste. Danny Dyer, famous for his role as The Queen Vic landlord in Eastenders, can be seen to be serving pints of 0.0% crisps to unsuspecting patrons who are going dry within a clip which will be shared across digital and social.

The campaign is timed to capture shopper attention during a month of New Year resolutions. Highlighting the broad range of snacks available for consumers to enjoy as part of a balanced diet this January and beyond, the new campaign will keep Walkers’ ‘Better for you’ range top of mind, driving footfall for retailers at a key time of year.

Cynthia Finke, Marketing Director Portfolio Brands PepsiCo UK said, “Many shoppers will start the new year off by cutting back on the things they enjoy, such as some of their favourite snacks. Showcasing much-loved brands such as Walkers Baked, which is now worth over £80 million and Snack A Jacks, the number one rice cake brand[1], the new campaign taps into a culturally relevant moment that is the 2025 Dry January® Challenge. Through this, we can remind consumers of our broad range of great tasting non-HFSS snacks, making sticking to good intentions a little easier with brands they already know and love.”

The creative will hero brands such as Walkers Baked, which contain 50% less salt than regular potato crisps and Snack A Jacks which are under 100 calories or less per pack. The nationwide campaign will be activated across OOH, digital, print, PR and shopper channels, featuring 0.0% alcohol messaging in a not quite coincidental, but typical, double 0 style reminiscent of beer ads.