PepsiCo-owned Walkers has unveiled a new multi-channel campaign to showcase the fact that its family snack multi-packs contain less than 100 calories per pack.
Crisp packets including Monster Munch, Squares, French Fries, Quavers and Wotsits all have low-calorie counts.
The news comes as part of PepsiCo’s brand ambition to make 50% of its snack sales from non-HFSS or low-calorie products by 2025.
Rolling out via TV, shopper, digital, out-of-home and social platforms, the campaign depicts people acting surprised by the crisps being lower in calories than they originally thought.
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A giveaway competition will also run alongside the promotion with people being offered the chance to win £1,000 by sending their best surprised face.
“More permissible choices are a key purchase driver for families when considering snacks,” PepsiCo Walkers Snacks marketing manager Katherine Cook said.
“However, 69% of UK consumers are still not aware that Walkers’ current portfolio of multipack snacks contain 100 calories or less per pack.”
“We want to change this narrative by shining a light on our family snacks multipack range – which spans Wotsits, Quavers, Squares, French Fries and now Monster Munch. Our hope is to pleasantly surprise the public and drive further sales for our customers.”
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