VCCP’s marketing campaign for Walkers goes for the Marmite technique, however as an alternative of “Like it or hate it” we get “Crisp in or crisp out,” in reference to lunchtime sandwiches.
Walkers is already describing the marketing campaign as “iconic,” nevertheless it has but to grip the general public consciousness. This new spot introduces completely different merchandise into the “debate,” together with Monster Munch, Wotsits and Quavers. It additionally permits for a extra nuanced response, accepting that folks may change their minds, in a twist that nods to the hazards of a polarised society.
Gary Lineker signed a £1.2 million, three 12 months cope with Walkers in 2020, however he’s now diminished to a extra ambassadorial function. A disgrace as his private forex has soared for the reason that AMV BBDO campaigns of the 90s, when his fame was much less healthful.
VCCP’s concept for Walkers is about “objective with humour,” and this marketing campaign matches the transient whereas additionally planting the seed that its crisps belong with each lunch, whether or not you like them in or out of your sandwich.
MAA inventive scale: 5
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