Walkers Crisps in industry first as first ever snack partner to Dry January

PepsiCo is kicking off the new year by investing into its Better for You range, launching a multi-brand campaign shining a spotlight on Walkers Baked, Walkers Less Salt, Snack A Jacks, Pop Works and SunBites.

Driving brand relevance throughout January, the campaign is set to announce the line-up as the official snacks of the 2025 Dry January challenge.

The tongue in cheek campaign highlights that the snacks are 0.0% alcohol, making them the perfect choice for consumers looking for a wider variety of snacking choices that don’t compromise on taste. Danny Dyer, famous for his role as The Queen Vic landlord in Eastenders, can be seen to be serving pints of 0.0% crisps to unsuspecting patrons who are going dry within a clip which will be shared across digital and social.

Cynthia Finke, marketing director for portfolio brands at PepsiCo UK, said, “Many shoppers will start the new year off by cutting back on the things they enjoy, such as some of their favourite snacks. Showcasing much-loved brands such as Walkers Baked, which is now worth over £80 million and Snack A Jacks, the new campaign taps into a culturally relevant moment.”