Gary searches every corner of Britain for the tastiest home grown ingredients
March 8, 2013
Walkers’ are today, 8th March, launching their biggest ever campaign to make the introduction of home grown ingredients to its core range of crisps unmissable. As part of the campaign, AMV BBDO have created a TV ad featuring brand ambassador Gary Lineker.
Walkers believe that home grown food tastes best. They have searched every corner of Britain to find the delicious home grown ingredients that are now in all of their great flavours. This change is the most important flavour innovation for the core range in ten years.
The engaging TV creative sees Gary travelling the lengths of Britain in his tractor, finding delicious home grown ingredients for his favourite Walkers crisps. Gary’s quest for the best ingredients sees him collecting cheese in Somerset, chasing chickens in Devon and tracking down tomatoes in the Vale of Evesham, before being soaked by sprinklers!
But that's not all, a major social media campaign will show footage of Gary journeying across the UK to visit Walkers farms and taste test the home grown ingredients. He enlists the help of an expert, his father, Barry Lineker, who has a unique retailer perspective having run Lineker’s fruit and veg stall in Leicester Market for over 40 years.
Media planning and buying for the campaign was handled by OMD UK, with an emphasis on TV for the campaign launch. A series of 60 and 30 second spots, promoting the new hero ingredients, will run throughout the month, starting this weekend with spots in popular shows such as ITV’s Saturday Night Takeaway with Ant and Dec and the Dancing on Ice final on Sunday. The campaign will also be supported through social, online and mobile display channels.
- Title: Walkers Crisps
- Brand: Walkers Crisps