Today the nation’s favourite crisps*, Walkers, is launching the ‘Love From Walkers’ campaign. With the help of its global agency of record, VCCP London, the campaign takes the shape of a nationwide competition giving one lucky winner the chance to win £100,000** by finding the pinnacle of snacks - the heart shaped crisp.
The ‘Love From Walkers’ campaign has been created to bring levity and get the nation of crisp lovers to fall further in love with the much-loved crisps brand. As well as give them something to feel good about with the chance to win a cash prize.
To drive awareness of the competition, Walkers and VCCP have created an array of OOH ads that mimics the look and feel of a reward poster. The posters have been strategically placed in major cities around the country such as London, Manchester, Birmingham and Leeds.
The “guerilla-esque” campaign is pushed even further across an array of train card panels which sees the reward posters travelling cross country through the West Midlands, South East and London.
Marking a new approach for the brand, Walkers has used atypical formats with the ambition of disrupting the everyday, creating an idea that brings the Walkers brand world to life in an eye-catching, memorable and distinct way.
The OOH creatives will feature three hero flavours, Ready Salted, Salt & Vinegar and Cheese & Onion. Posters will show the packets with the writing “£100,000 reward for a heart shaped crisp”, “Post a picture of your crisp on Instagram or Twitter with #LOVEFROMWALKERS” and “Follow & tag us @Walkers_Crisps to enter the competition” written on each one.
Rachael Smith, Senior Marketing Manager at Walkers said: “January is a notoriously dreary month for many, so we wanted to bring a little joy and levity to people’s lives to start the year.
“Through our hunt for the best heart shaped crisp we aim to do exactly that, by sharing some of the love that we receive as the nation’s most-loved crisps* - and give people the chance to win a life-changing prize while enjoying their favourite snack. Good luck!”
To enter, those that find a heart shaped crisp in their packet of Walkers***, need to capture a clear picture of the chosen crisp on a plain surface and share it on either Twitter or Instagram, tagging and following @walkers_crisps with the hashtag #LoveFromWalkers for a chance to win.
The criteria for the winning entry ranges from how straight the two sloping sides are, to how symmetrical the two curves look, with judges critiquing each crisp to decide which naturally occurring heart shape takes the crown. After careful consideration, the owner of the best heart shaped crisp will be rewarded with £100,000.
Ross Neil, Deputy Executive Creative Director at VCCP London added: “This Walkers campaign has been created to bring some joy to people across the country. We are excited to remind the nation of their most loved crisps and give them the opportunity to win a cash prize.”
The campaign runs today until 12th February and is being supported by a consumer PR campaign executed by PR agency, Splendid and a media campaign planned and delivered by media partner, OMD.