Walkers Snacks is launching a major promotion this summer to encourage people to enjoy their lunchtime packet of crisps. The campaign will also support the launch of new Steak & Onion and BBQ Rib flavoured crisps.
Walkers “Lunch Happy”, campaign, to launch later this summer, will run in conjunction with radio groups GCap Media and EMAP Radio to encourage people to enjoy their lunch hour. It is also expected to include a national press campaign and aims to build on the Walkers “A Little Slice of Happiness” advertising that launched earlier this year.
The promotion, which will run for a week across nine UK cities, including London, Cardiff, Manchester, Belfast and Edinburgh, is based on the statistic that workers only take 15 minutes for lunch and no longer take a full hour.
It will include a week of competitions across the radio stations and the appearance of Walkers-branded deck chairs in open spaces around the cities. It will culminate in “Lunch Happy Friday”, which will see local radio DJs take an hour off to go out and talk to people while the station plays music and Walkers advertisements. The campaign has been developed by OMD and sampling agency, The Big Kick.
Walkers “Lunch Happy” will be supported by a guerrilla marketing campaign using “Crisp Crusaders” who spontaneously burst into song to make people feel happy and enjoy their lunchtime packet of crisps.