Walkers is launching a new TV advert continuing its celebration of its more unusual flavours, and the regions in which they’re loved. The advert tells the story of the great lengths snack lovers will go to for their favourite, aiming to drive awareness and trial of the flavours in order to boost snacks sales for retailers. The advert first aired on Saturday 1st September, as Walkers continues to mark its 70th anniversary by championing six of its flavours and the respective region where they sell above the national average[1].
The TV advert opens with a Scot demonstrating his love for Walkers Pickled Onion by getting a tattoo of an ornate love heart with the words ‘pickled onion’ in the centre. It’s not only this Scot who’s a fan, but his whole family, as the next shot shows their arms aloft, all ready to have their permanent inkings.
Narrated by Gary Lineker, the advert then takes viewers to a beautiful Welsh valley, captured by drone footage, proudly displaying the region where Beef & Onion is adored. Next, the ad follows a Leicester City fan who has dedicated his windscreen to his favourite crisp flavour with the words: DON <3 SMOKY BACON, much to the distaste of his partner. The advert continues to a Cornish beach where one fan displays their love for their flavour by writing ‘Marmite’ in a heart shape in the sand. The creative comes to a close with Gary encouraging snack fans to ‘try them all’ to be in with a chance of winning £5,000.
Andrew Hawkswell, Marketing Manager at PepsiCo, comments: “Our latest TV advert further champions our more unusual flavours and encourages people to discover them all. Our tongue-in-cheek storyline highlights four of the six regions who particularly love certain flavours: Pickled Onion loved in Scotland, Smoky Bacon in The Midlands, Marmite in the South West and Beef & Onion in Wales.
Hawkswell continues, “Following the campaign launch in July, the six flavours have undergone a pack design makeover to elevate their regional credentials, as well as carrying an on-pack promotion to further increase sales. We anticipate the TV advert will drive national conversation and debate as snack fans try all of the flavours before declaring where their allegiance lies.”
The regional favourites campaign is also being supported by a heavyweight marketing campaign, including digital and in-store advertising, commencing in September.
[1] Nielsen Scantrack Total Coverage and Regional Rate of Sale Data to w/e 10.06.18
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