British crisp giant Walkers has teamed up with its creative agency of record VCCP to unveil a new brand campaign – a series of creatives demonstrating the dedication and care involved in growing the potatoes used to make its iconic crisps.
The campaign features a 30-second film which takes the viewer on a journey from farm to crisp pack, celebrating the ‘humble spud’, and the British farmers that grow them.
Set to the soundtrack of ‘The Power of Love’ by Frankie Goes to Hollywood, the humorous film shows farmers tending to their crops – before showing the sharp contrast of how people enthusiastically eat their crisps.
One scene shows a young man visibly taken back as an older woman scoffs her packet of crisps, unperturbed, on a public bus stop bench, trying to get ‘every little crumb’.
Showcased across out-of-home (OOH), digital out-of-home (DOOH), social, online and PR, the campaign will also be supported by ‘the biggest billboard in the world’ cut into potato crop fields.
The 73,532 square foot artwork, led by Splendid Communications, can be seen from space and reads, ‘Great Taste Starts Here’ alongside the outline of a packet of Walkers crisps.
The impressive feat was achieved by Yorkshire-based Walkers potato farmer, Tim Rodwell, in a creative that is being dubbed a ‘cropvert’.
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In addition, the campaign is supported by out-of-homes (OOHs), and digital out-of-homes (DOOHs) which juxtaposes shots of Walkers farmers in many locations, in reference to the ‘#CrispIN or #CrispOUT’ brand platform.
Finally, a playful radio spot will accompany the entire campaign, featuring Walkers’ farmers sharing their thoughts and feelings on sustainable farming.
“With taste, the number one driver for snacking purchases, quality potatoes grown with love and care are crucial to delivering the great taste of Walkers crisps,” said Walkers senior marketing lead Rachael Smith.
“With our latest campaign, we wanted to showcase the partnership we have with our farmers to source our sustainably grown, 100% British potatoes to make Britain’s most loved crisps.”
Matt Lloyd, Creative Director at VCCP added: “We’re a nation of crisp lovers. Whether we’re squashing them into a sarnie or up-ending a pack in public, we just can’t get enough of them.
“But nobody really thinks very much about the humble potato. Until now. Step forward Gavin, Margaret, Emily and Tim.
“Real, genuine Walkers farmers, putting their 100% British potatoes on a pedestal, raising them up like newborns, and demonstrating the care, love and devotion that goes into every packet of scoffed-in-seconds Salt & Vinegar,” Lloyd added.
