Walkers Tear and Share Cheddar Cheese and Onion Thicker Cut Crisps Sharing Pack, 150 g

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We know the sharing segment is in growth, and by launching an innovative first for the category, we are helping to drive this growth,”​ said PepsiCo UK marketing director Thomas Barkholt. Incremental sales For more health-conscious consumers, Walkers is trying to adapt with its Baked range, which has 50% less fat; but there are further healthy innovations in the pipeline. However, Kahane argues that while consumers are “scrutinising” ingredients more that in the past, salt is “more permissible” as an ingredient than, for example, sugar.

The IT issue has added to the problems faced by the British food industry – along with most other manufacturers – during months of delays and disruption caused by the pandemic.The new brand positioning was developed after a week-long programme designed to generate ideas. It consisted of five days of workshops that included external speakers, agencies and other teams from its parent company, PepsiCo, where they discussed the category, trends and modern Britain. Speaking exclusively to Marketing Week, Walkers marketing director Fernando Kahane, says: “The challenge when you are number one is how do you stay relevant? We need to be at the beating heart of popular culture and tap into what is happening now.” Hopefully you find my lunchtime idea useful, I know you could cook your cous cous in advance, but not everyone has the time to do it the night before and I don’t like to carry it in still warm to work. I just find it so much easier this way. Walkers is launching its biggest advertising campaign to-date as it implements a new marketing strategy that aims to “rejuvenate” the brand and “be at the beating heart of popular culture”. Why not start with crisps? We are a crisp but we are way beyond that. We can bring enjoyment to people’s lives but also with a small gestures make a big impact and celebrate what we have in common.” In-housing versus agencies

Walkers is bookending the campaign with digital activity, firstly to garner interest and support, and secondly to foster conversation. The TV campaign will provide much-needed reach but Kahane is most excited about how “digital is really going to generate engagement throughout”. The need for a fresh perspective meant Kahane ensured that the agency had creatives who had never worked on Walkers before – something he will replicate for future campaigns. It’s important to have external agencies to foster creativity and to bring different minds to the creative process. You need fresh perspectives,” he says. We didn’t want it to be just a Walkers contest we wanted it to come from the Spice Girls as we thought it would give us more credibility and engagement. It has played really well,” Kahane says. If you have a screen [in front of you] at 8pm on Sunday you will be impacted,” Kahane says. A new brand positioningThe ‘Best Ever’ campaign sees the brand search for the Spice Girls best ever fan to launch its reformulated cheese and onion flavour. The hope is that by using the Spice Girls, who are currently on tour, the brand can become part of people’s conversations again.

It’s important to have external agencies to foster creativity and to bring different minds to the creative process. Fernando Kahane, Walkers Walkers is hoping to create a “Superbowl moment” around the ad in the UK and so streamed it across social media, cinema and TV at the same time. Kahane estimates it will reach 17 million in the first eight hours after it launches, and 70% of the British population in the first week. As part of this, in February Walkers launched two new flavours – Spicy Sriracha and BBQ Pulled Pork – to appeal to Gen Z who are looking for “punchy” flavours. Walkers is set to add a first to the sharing category with Tear ‘n’ Share, a unique bag that turns into a bowl. A TV ad that first aired last night (2 June) during Britain’s Got Talent, then shows the Spice Girls surprise their best ever fan, only to find he won’t share his Walker’s crisps with them.Walkers social media team sits in-house, which Kahane says makes it easier to react faster. He explains: “We wanted to be more agile and connected and have the ability to respond to consumers in seconds.” If you ask someone ‘tell me a crisp brand’ they are going to say Walkers. We are number one and top of mind far ahead of competitors,” Kahane claims. “We have created great ads that engage the nation [before] but [the challenge is] they have not really made people talk about the brand.”