New Campaign – Walkers Crisps

Walkers Crisps, the UK’s top-selling crisp brand, has scrapped its “No More Mr Nice Guy” campaign with a view to using brand icon Gary Lineker to educate customers about its improved health credentials.

The campaign, which was created by Abbott Mead Vickers.BBDO and breaks today (Wednesday), will see Lineker in a more serious role explaining the reduction of fat and salt levels in its core range, rather than donning disguises in a bid to steal crisps from children.

There are five executions in the campaign, which will appear on television, outdoor, cinema and in print, and highlight the differences between a packet of Walkers Crisps and other food items.

Lineker will inform consumers that there is less saturated fat in one packet of Walkers Crisps than half a chocolate digestive.

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