Walkers launches new 100 calories or less campaign

Walkers is launching a new campaign that focuses on driving awareness of its current selection of multipack snacks that contain 100 calories or less.

The campaign aims to drive awareness and shift perceptions as well as drive retailers’ sales. A selection of TV adverts will hit the nation’s TV screens from 31 July, centring on people’s reactions when they discover the calorie content of their bag of Walkers snacks. Each product’s logo will be merged with expressions of surprise and delight across the creative assets. For example, Wotsits will be transformed to say ‘Wot?’ and French Fries will read ‘Fancy that’.

Senior brand manager at Walkers Geoffrey Holtes said: “This activation is all about raising more awareness of the calorie content of a selection of our snacks. Through our initial research we quickly realised people were genuinely surprised when they learned that their favourite snacks were under 100 calories, and since calorie content is such a key consideration when making snack purchases, we wanted to ensure our customers are informed. Therefore, by shining a light on our <100 calorie range – that spans Wotsits, Quavers, French Fries, Squares, Snack-a-Jacks and Frazzles* – we hope to pleasantly surprise people.”