Walkers has launched a new campaign championing its taste credentials and the hero ingredient in its recipes – the potato.
The campaign seeks to strengthen the nation’s love for the brand, whilst reminding crisp fans of the care that goes into growing its British potatoes through Walkers’ Sustainable Farming Programme
Walkers’ Sustainable Farming Programme is made up of over 100 principles, which define the brand’s environmental, social, and economic responsibilities. Walkers is working with growers to reduce their impact on the environment and adapt to climate change. Providing them with tools in the field means that growers can track water use, reduce carbon and improve their yield.
Rachael Smith, Senior Walkers Marketing Manager, commented: “We know that taste is the number one purchase driver when buying crisps and snacks, and that the journey for great taste starts from the ground up. Our Sustainable Farming Programme ensures every potato we use is sustainably grown on British farms to guarantee great quality and delicious Walkers taste.
“We are incredibly thankful to our shoppers for continually demonstrating their love for our brands and to our incredible farming partners, some of which have been working with us for generations.”
Walkers latest TVC will feature a selection of the brand’s real British farming partners, demonstrating farmers’ care and love for the potatoes they grow and harvest, as well as the pride in the process and final product. The TVC will also depict the journey from potato to crisp, with the second half showing moments of taste anticipation and consumer consumption, playing on the quirky way consumers enjoy their crisps in the playful Walkers tone of voice.
The campaign has just gone live, with in-store activity to follow.
