Walkers Snack Foods is launching its biggest promotion to date, offering two prizes of £1m in a tie-in with the movie Star Wars Episode 1 – The Phantom Menace. A £2m TV campaign for the promotion breaks on July 14. The ad, by Abbott Mead Vickers.BBDO, plays on the lizard-like tongue of Star Wars character Jar Jar Binks. Two youths fight over a packet of crisps using giant animated tongues. For the first time a game card will be included in each packet. It will feature one of 25 images from the film. Walkers claims the promotion’s prize fund, which includes two £1m prizes, £500,000 worth of £5 cash prizes and 100 million Jar Jar toys, is worth more than £200m. Buying is through MediaVest.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
As Marketer of the Year, Camelot CMO Keith Moor believes being an effective marketing leader comes down to building credibility by delivering on promises and having a curious mind.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From celebrating marketing effectiveness to learning from Boots’ CFO about how to strengthen the tie between marketing and finance, it’s been a busy week. Here is my take.
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