Walkers is introducing a brand-new look across its core range of crisps, adding a splash of humour to tie in to its latest campaign, ‘When life gives you potatoes, make crisps’.
With clear signposting to Walkers’ use of British potatoes, new packs feature fun facts and history into the brand’s sustainable sourcing credentials, great taste promise and zero use of additives, artificial colours or preservatives. A QR code links through to the Walkers website, where people can find out more about Walkers’ environmental activities.
Fernando Kahane, Marketing Director Walkers Snacks at PepsiCo, explained: “We harvest only the finest potatoes from over 80 farms around Britain and this is something we want to share with consumers. We understand that provenance and brand responsibility is very important to them.
“This fresh new look for Walkers forms part of our wider brand ambition to drive greater purpose. The launch of our new brand campaign is centred on inspiring the nation to turn everyday life adversities with a bite of levity and positivity.”
The brand has also teamed-up with Comic Relief in a long-term partnership, with extra help from Asim Chaudry and Jessica Knappett, to demonstrate the power that humour can have to positively influence mental wellbeing.
The collaboration launched with a ‘#WalkersTweetRelief’ event last month. To raise awareness of the power of humour, Walkers pledged to donate £1 to Comic Relief for every positive tweet sent using the hashtag. The campaign received over 250,000 engagements, and thousands of people helped raise money for Comic Relief. A new TV ad will also follow alongside out-of-home advertising and a social media campaign.