Walkers returns to screens with for family snacks multipacks – Retail Times


This August, Walkers is returning to screens with a heavy-weight marketing campaign across multiple platforms, pleasantly surprising consumers that Walkers Family snacks multipacks – Wotsits, Quavers, French Fries, Squares and now Monster Munch – are less than 100 calories per pack.

A refreshed tongue-in-cheek TV creative shows consumers who are surprised and delighted when they find out that Walkers Family snacks brands are 100 calories or less per multipack inner. A multi-channel approach across shopper, digital, OOH and social will be in conjunction with the TV campaign, as well as influencer activity with the popular comedian, Arron Crascall. Alongside this, Walkers is planning a social media competition where consumers will have the chance to win £1,000 when they send in their best surprised face!”

Katherine Cook, marketing manager for Walkers Snacks at PepsiCo, says: “We are thrilled to be supporting our snacks portfolio for a second year running to build further awareness that our multi-packs are 100 calories or less per pack! Plus, we are pleased to bring 45-year-old family favourite, Monster Munch, known for its punchy flavours, into the activation as our hero brand this year.”

The 2022 campaign reinforces Walkers’ ambition for 50% of its snack sales to come from products classified as non-HFSS, or from products sold in portions of 100 calories or less by 2025. This year’s media activity follows the success of the 2021 ‘100 calories or less’ campaign, which saw Walkers Top 5 family snacks** six pack multipacks grow +8% during the campaign period versus the prior year.

“More permissible choices are a key purchase driver for families when considering snacks,” Cook continues. “However, 69% of UK consumers are still not aware that Walkers’ current portfolio of multipack snacks contain 100 calories or less per pack. We want to change this narrative by shining a light on our family snacks multipack range – which spans Wotsits, Quavers, Squares, French Fries and now Monster Munch. Our hope is to pleasantly surprise the public and drive further sales for our customers.”

The campaign will run from 15th August to 9th October 2022. The Walkers family snack multipacks range is available in the grocery, wholesale, and convenience channels.





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This August, Walkers is returning to screens with a heavy-weight marketing campaign across multiple platforms, pleasantly surprising consumers that Walkers Family snacks multipacks – Wotsits, Quavers, French Fries, Squares and now Monster Munch – are less than 100 calories per pack. A refreshed tongue-in-cheek TV creative shows consumers who are surprised and delighted when they…