The brief was to create an trade advertising campaign of EPIC proportions to promote the launch of Walkers Deep Ridged crisps to multiple grocery channels. The solution was to support the construction of the UK’s largest crisp (consumer facing idea) and create the largest crisp in print which literally couldn’t be contained in the trade publication. The digital solution was a take-over of The Grocer’s homepage. It was branded with Deep Ridged images and messages; leaderboard banners, halfpage banners and backgrounds. Overall the design invaded the website with similar style to the printed pop-up.
IMPRESSIVE RESULTS: 80% retailers recalled seeing Deep Ridged in trade press.* 65% stocked Deep Ridged as a result of reading trade press.* Walkers Deep Ridged exploded into the CSN category achieving record sales of £19m in just twelve weeks.** Walkers Deep Ridged was the biggest CSN launch of the year.***
*RIC, him!2012. **Nielsen, Total Coverage, 12 wks to 03.11.12. ***Nielsen, Total Coverage, 12 wks to 03.11.12.
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Creative Director – Andy Scarth
Creative Agency – MBC