Walkers steps up promo activity

25 January, 2008

Walkers is ploughing £27 million into a marketing push for Walkers

crisps.

Claiming to be the biggest spend in the brand's 60 -year history, the investment will include a heavyweight ad campaign designed to reinforce the message that Walkers are made from 100 per cent British potatoes.

Activity will kick off with the re-airing of its Home Grown TV ad depicting brand ambassador Gary Lineker and a group of farmers enjoying the mud and rain that helps create the perfect growing conditions for the potatoes.

Consumer promotions, press ads, outdoor PR and on line activity will back the push, and throughout the year Walkers will be touring the country with its Hot Crisps van.

Impulse director David Biggs said: "To maximise impulse sales of crisps and snacks in 2008, we recommend that retailers invest time in improving their fixture display, providing space to focus on the best sellers.

"Approximately 80 per cent of category sales come from the top 20 brands. Research shows that reducing your range by 20 per cent and focusing on the core brands, retailers can increase sales dramatically."




Bookmark this


Site Search

COMMENT

Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter