Walkers Crisps and Gary Lineker go together as well as salt and vinegar...

Walkers Crisps' latest promotional campaign (published 08 May 2015) is so good you'll want to share it, but they're relying on the fact that you still won't share your crisps! The strength of their brand proposition relies on their consistent ability to deliver good quality, moreish snacks, in a range of traditional flavours as well as delivering new innovations in taste and texture that customers want to keep to themselves. And they've been doing this since 1995 with the ex-England and Spurs football player and now sports broadcaster, Gary Lineker OBE as their brand ambassador. 

The link between crisps and football may seem tenuous but Lineker kicked off his career with Leicester City, which is where Henry Walker, a butcher, founded the company in 1948. He had to diversify to keep his workers busy when meat was scarce in post-war Britain; thankfully potatoes were not rationed and our favourite crisps brand was born. But this is not the only reason for using the ex-footballer to sell their wares... he was football's Mr Nice Guy and was never cautioned for foul play, nor did he receive a yellow or red card. It is this belief in his character that has connected him to the Walkers brand so successfully for so long. It is only the lure of a packet of Walkers that can make him a tiny bit nasty, leading to a multitude of creative ideas that are still paying dividends.

The latest creative idea sees Lineker eating his lunch on a bench and refusing to share his packet of crisps with his colleague. Revenge comes when the co-worker scrunches up his baguette and throws crumbs over Gary who is immediately caught in a pigeon scrum. The campaign is focused on a sales promotion 'Win a free lunch' where 1 in 6 packs will win customers a free lunch up to the value of £4 from selected outlets. The advert is supported by digital and in-store marketing materials. Walkers also encourages customers to join the conversation using the hashtag #CantHelpButSmile.

Walkers haven't changed their creative idea for 20 years but by using a consistently popular brand ambassador who fits well with their brand values and continually evolving the idea into new formats and story lines, they have kept their place as UK market leader and developed a strong and endearing brand personality embodied by Gary Lineker. You can watch the ad below.

 

You can read more about Walkers in this Superbrands Case Study here.