Walkers moves fast on back of England’s Euro semi-final win

Walkers crisps has moved fast on back of England’s last-minute Euro semi-final win yesterday evening, launching the latest creative in its ‘No Walkers, No Game’ brand platform.

Reactive marketing is having something of a moment in the sun of late, with a snap general election, Labour’s historic landslide win and the summer of sport offering brands with a plethora of opportunities to jump on as they look to steal a slice of the conversation.

Walkers’ is the latest brand to do exactly this, launching a new ad to celebrate the 2 – 1 victory which will see Gareth Southgate’s England squad taking on the Spanish national team in the Euros final, next Sunday.

The ad comes after Ollie Watkins’ last-minute goal, with new creative released by Walkers’ agency of record VCCP to celebrate the victory, less than 12 hours after the winning goal was scored.

Part of the No Walkers, No Game brand platform the creative will run across print and social media channels today with a media buy in today’s i Newspaper, arranged by OMD.


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The simple advert features nothing but a packet of Walkers Cheese & Onion crisps, with the caption ‘IN THE BAG’. It was produced by VCCP’s global content creation studio Girl&Bear.

The latest piece of marketing is entirely on-brand for Walkers, which has aligned itself with the beautiful game for the last 30 years, after Gary Lineker’s first advert – entitled ‘Welcome Home’ – launched in 1995.

It’s also not the first big Euros push the brand has made this year, with a steady stream of high-profile football-related content running across its social channels over recent weeks.

Prior to this, the snack brand had most recently tapped into excitement surrounding the UEFA Champions League, bringing football legends David Beckham and Thierry Henry on board for the ‘No Walkers, No Game’ brand platform.

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