Walkers Tear and Share Cheddar Cheese and Onion Thicker Cut Crisps Sharing Pack, 150 g

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The launch will be supported with a new TV campaign alongside strong levels of in-store shopper marketing and social media. If you have a screen [in front of you] at 8pm on Sunday you will be impacted,” Kahane says. A new brand positioning If you ask someone ‘tell me a crisp brand’ they are going to say Walkers. We are number one and top of mind far ahead of competitors,” Kahane claims. “We have created great ads that engage the nation [before] but [the challenge is] they have not really made people talk about the brand.”

Walkers is launching its biggest advertising campaign to-date as it implements a new marketing strategy that aims to “rejuvenate” the brand and “be at the beating heart of popular culture”. We know the sharing segment is in growth, and by launching an innovative first for the category, we are helping to drive this growth,”​ said PepsiCo UK marketing director Thomas Barkholt. Incremental salesThe decision came in the face of declining sales, said the supplier, which had chosen to focus its efforts on other sharing lineups. Speaking exclusively to Marketing Week, Walkers marketing director Fernando Kahane, says: “The challenge when you are number one is how do you stay relevant? We need to be at the beating heart of popular culture and tap into what is happening now.”

Why not start with crisps? We are a crisp but we are way beyond that. We can bring enjoyment to people’s lives but also with a small gestures make a big impact and celebrate what we have in common.” In-housing versus agencies PepsiCo is supporting the launch with a new TV campaign, in-store shopper marketing and social media. Walkers is set to add a first to the sharing category with Tear ‘n’ Share, a unique bag that turns into a bowl. The IT issue has added to the problems faced by the British food industry – along with most other manufacturers – during months of delays and disruption caused by the pandemic. The ‘Best Ever’ campaign sees the brand search for the Spice Girls best ever fan to launch its reformulated cheese and onion flavour. The hope is that by using the Spice Girls, who are currently on tour, the brand can become part of people’s conversations again.Despite the success of the social team, the brand has no plans to in-house other aspects of its marketing, and Kahane champions the importance of agencies.