New ads for light snacks

A light-hearted take on crisps

100 Calorie Walkers Variety
PepsiCo’s new Walkers campaign focuses on its range of snacks with 100 calories or fewer.

PEPSICO has launched a humourous new marketing campaign to raise awareness of its Walkers ‘100 calories or less’ multipack range.

The campaign sees PepsiCo replace the logos on Walkers brands, such as Wotsits, Quavers, French Fries, Squares, Snack-a-Jacks and Frazzles, with comical branding that seeks to communicate surprise at the brands’ low-calorie counts.

As part of the campaign, the 100 calories or less range has been appearing on TV in adverts that focus on consumers’ reactions when they discover the calorie content of their bag of Walkers snacks.

Further support for the low-calorie range comes in the shape of outdoor advertising, social media and in-store activity.

Geoffrey Holtes, senior brand manager at Walkers, said: “Through our initial research we quickly realised people were genuinely surprised when they learned that their favourite snacks were under 100 calories.”

“Calorie content is such a key consideration when making snack purchases, we wanted to ensure our customers are informed.”