Walkers is launching a multi-million pound Home Grown marketing initiative aimed at encouraging customers to celebrate Britishness..
The campaign is part of a £27m marketing investment which is being put behind the Walkers brand this year - the biggest spend in the brand’s 60-year history.
It aims to reinforce the message that Walkers crisps are made from 100% British potatoes.
The campaign includes a re-airing of the 2007 award-winning TV ad featuring Gary Lineker and a group of farmers who celebrate the mud and rain that help create the perfect growing conditions for the potatoes.
There will also be a return of the Hot Crisps van, which will tour the UK during 2008 in a sampling campaign aimed at reinforcing the ’simple pleasure’ of eating Walkers crisps, as well as promotions and on-line activity. The Walkers brand is growing at 4.9% and is eaten by more than 10 million Brits every day, according to the company.