Walkers has launched a £multi-million media campaign for its Baked range which will run until mid-November with a key focus on taste.
The new television advert will tap into the nation’s long-standing relationship with baking and raise awareness of the taste-led nature of Walkers Baked, alongside the range’s healthier credentials.
The ad strategy and supporting media spend will also form part of PepsiCo Positive – PepsiCo’s strategic end-to-end transformation plan focusing on health and sustainability, which outlines the snack company’s dedication to inspiring consumers to make positive choices.
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The Baked range contributes towards PepsiCo Positive’s ambition for 50% of total snack sales to come from non-HFSS products, or those with portion sizes of 100 calories or less.
Walkers senior marketing manager Rachael Smith commented: “We know that enjoyment is the number one driver of choice during snacking occasions. Our new taste-led campaign taps into this demand, reframing Walkers Baked in consumers’ minds from just being a snack with less fat, to a snack that is delicious and tasty.
“We are a nation of bakers. We bake for fun, for flavour, for texture, for love and this isn’t any different when we bake our crisps.”
The new campaign comes in the wake of the August launch of Walkers Baked Cheese & Jalapeno flavour as well as the re-design of the entire Baked range.
