Walkers airs new Lineker ad in 15m relaunch of brand

Walkers unveils its latest advertisement starring Gary Lineker this week, as part of a 15m relaunch.

The former England soccer captain takes on a gang of highly trained bodyguards as he tries to steal a packet of crisps from a schoolgirl in the new 4.5m ad campaign through BMP DDB.

The relaunch, backed by a TV and satellite campaign, includes bigger bags and a new logo for all packaging.

The new international logo features the red and white Walkers banner wrapped around the sun-shaped insignia for Frito-Lay, the name of Walker’s US parent, which is owned by PepsiCo.

“Using the sun banner allows a certain amount of cross promotion of the different brand names around the world. We are particularly looking at the area of sports sponsorship,” says James Boulton, mar- keting director for crisps at Walkers Snack Foods.

BMP drafted in Gregory Rood, the man behind the BBC’s Perfect Day, to direct the action-packed Bodyguards ad. Media buying is through MediaVest.

The ads will run for two months on terrestrial TV, radio, press and the Cartoon Network.

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