Walkers, the UK's No.1 crisps and snacks manufacturer*, is launching a multi million pound TV ad campaign to shape up the Better-For-You category and build on the success of Walkers Baked, the UK's No.1 Better-For-You crisps and snacks brand, which is now worth a massive £34m. The ad, which runs from 1st January for six weeks, will emphasise the brand's 70% less fat proposition and capitalise on consumers' New Year focus on healthier eating.
Humorous and engaging, the advertising campaign features an appearance by Walkers brand ambassador, Gary Lineker, and is set to spearhead even further category growth and drive greater market share within the Better-For-You category.
Research shows Walkers Baked is hugely popular amongst health conscious males and the advertising creative effectively communicates the functional benefits of Baked in a humorous way that resonates with this audience. The tongue in cheek tone appeals to men concerned with their appearance but who actively avoid purchasing overtly branded Better-For-You products or diet related brands. Cut through, brand recall and intention to purchase performed exceptionally well in consumer tests, indicating that the ad will drive strong sales and awareness.
The light-hearted 30 second ad features a range of attractive naked people doing routine tasks with only strategically placed items to cover their modesty. Gary Lineker makes his cameo appearance at the end of the ad in an inflatable 'buff' body suit and the ad ends with the strapline, 'We can't promise that you'll look this good naked... but we can promise 70% less fat.' Positioned to air during key male programming such as Premiership football and supported by a digital campaign, the ad will be very strongly placed to maximise attention from the target audience.
Krys Jankowski, Marketing Manager for Walkers Better-For-You brands, says, "We know that men are a primary audience for Walkers Baked and have worked closely with this core audience to tailor our communication to their requirements and drive further incremental sales. The substantial investment we are putting behind the brand is expected to drive greater market share in 2010, so if retailers want to shape up their Better-For-You sales they had better stock up on Walkers Baked."
Walkers Baked contains 70% less fat than Walkers crisps on average, and is available in Ready Salted, Cheese & Onion, Salt & Vinegar, Bacon & Cheddar, Sour Cream & Chive, and Mango Chilli. The entire range is made with real food ingredients and saw new packaging introduced last year.
Walkers Baked is available in:
• 25g and 37.5g standard packs in Ready Salted, Cheese & Onion and Salt and Vinegar
• Multipacks of 6 x 25g in all 6 flavours
• Multipacks of 6 and 12 x 25g variety
* All stats Nielsen Total Market MAT 52 w/e 4 October 2009
