Walkers launches new campaign championing taste credentials of 'the humble British potato'

Walkers has launched a new campaign championing its famous taste credentials and the hero ingredient in its iconic recipes – the humble potato. The campaign seeks to strengthen the nation’s love for the brand, whilst reminding crisp fans everywhere of the care that goes into growing its 100 per cent British potatoes, through Walkers’ Sustainable Farming Programme.

Walkers’ Sustainable Farming Programme is made up of over 100 principles, which define Walkers’ environmental, social, and economic responsibilities. Walkers is working with growers to reduce their impact on the environment and adapt to climate change. Providing them with tools in the field means that growers can track water use, reduce carbon and improve their yield. Every British farm Walkers works with is proud to follow these principles, which ensures the brand’s potatoes are grown and cared for, delivering the great taste Walkers is famous for. The programme ensures that love and care go into every pack of Walkers crisps right from the potato fields, to deliver Britain’s most loved crisps, made from 100 per cent British potatoes.

“We know that taste is the number one purchase driver when buying crisps and snacks, and that the journey for great taste starts from the ground up,” said Rachael Smith, Senior Walkers Marketing Manager. “Our Sustainable Farming Programme ensures every potato we use is sustainably grown on British farms to guarantee great quality and delicious Walkers taste.

“We are incredibly thankful to our shoppers for continually demonstrating their love for our brands and to our incredible farming partners, some of which have been working with us for generations.”

Walkers latest TVC will feature a selection of the brand’s real British farming partners, demonstrating farmers’ care and love for the potatoes they grow and harvest, as well as the pride in the process and final product. The TVC will also depict the journey from potato to crisp, with the second half showing moments of taste anticipation and consumer consumption, playing on the quirky way Brits enjoy their crisps, in the playful Walkers tone of voice.

The campaign is now live, with in-store activity to follow shortly.