New campaign for Walkers Baked encourages consumers to switch to lower fat crisp range
In January 2010, Walkers Baked launched a new marketing campaign featuring Gary Lineker. The advert, which has achieved over 30,000 hits on YouTube to date, is part of PepsiCo UK's ambition to develop and support the growth of new healthier products. The campaign has led to a 17% rise in sales compared to 2009 and there are plans to expand the campaign online.
15 February 2010
Earlier this month Indra Nooyi, PepsiCo's global Chairman and CEO, announced her plan for PepsiCo to derive its future growth from healthier products. Walkers Baked, which contains 70% less saturated fat than ordinary Walkers crisps, is part of our commitment to shift our product portfolio towards healthier options.
The centrepiece of the marketing campaign is the 'Look Good Naked' television advert featuring Gary Lineker which began airing on 1st January 2010 for six weeks.
Krys Jankowski, Marketing Manager for Walkers, said: "The ad has proved very popular with real talkability. We targeted males in their early 30s but have had a great response across the board. Walkers is an iconic British brand and we have a history of being slightly cheeky with our advertising campaigns so we wanted to continue this - with a slight edginess - with the new Baked range.
"We've also now launched a retro style on-line game based on the classic 2D scrollers from the 1980s - Baked Boy - where you can control an electronic version of naked Gary."
Play Baked Boy.
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