Walkers to move Wotsits to AMV.BBDO

Crisp brand Wotsits, part of Golden Wonder, is to be sold to Walkers Snack Foods in a move that looks set to see advertising for the brand move from Bartle Bogle Hegarty (BBH) to Walker’s agency Abbott Mead Vickers.BBDO.

Bridgepoint Capital, the European private equity firm and major shareholder in Golden Wonder, agreed to the sale of the company on Monday, although it is subject to Office of Fair Trading approval.

The Golden Wonder crisps and snacks business is being sold to Longulf, owners of The Snack Factory, which makes own-label products. Under a separate arrangement, the Wotsits brand is to become part of the Walkers snack empire which includes brands such as Doritos, Lites and most recently Sensations.

BBH handles the advertising for Golden Wonder’s Wotsits and Nik Nak brands. It is not yet clear whether the advertising will be reviewed under the new owner, but insiders say the management does not intend to make any changes.

Ironically, the deal comes as Golden Wonder’s Goalden Balls and Walker’s Footballs fight it out in the children’s snack market. The snacks were both launched earlier this year to capitalise on the World Cup (MW January 10). However, Goalden Balls will also transfer to Walkers because it is part of the Wotsits brand.

Recommended

Emotion is not an issue here

Marketing Week

Sean Brierley must live in a world where you wrap your children up in cotton wool to protect them from anything that may damage or offend their sensitive little souls (MW May 16). Marketing to children is always an emotive subject, but let’s cut the emotion for a minute and look at the facts. Children […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber


    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now