THE BRIEF Creatively define the 2017 Walkers campaign to make it the biggest and best one yet.

STRENGTHS UK market leader in crisps Strong manufacturing and distribution system Provide a variety of crisps flavours using familiar and natural ingredients Exciting promotional campaign track record Launch campaigns to involve the public Large variety of sizes easily available

WEAKNESSES Decrease in number of crisps in small packages have earned the wrath of consumers Limited global penetration compared to some leading brands

OPPORTUNITIES The huge market for environmentally friendly packaged food can be tapped. Since the product is competing more on price, more focus in trade relations enhancement and increase in shelf space might lead to sales volume increase. Eating healthy snacks has become a worldwide trend.

THREATS Traditional ingredient supply areas for Walkers have been subjected to crop failures which might affect Walkers’ operations Snack viewed as unhealthy product Aggressive threat from much healthier snacking competitive products Intense Competition

COMPETITION McCoys Pringles Golden Wonder

TARGET AUDIENCE GEOGRAPHIC ECONOMIC DEMOGRAPHIC Whilst Walkers aim to appeal to all demographics, their communications are targeted towards young adults and mothers. GEOGRAPHIC Walkers main consumers reside in Scotland and Southern and Central England. ECONOMIC One in three adults buy crisps, but AB consumers are more likely to purchase premium-end brands. A Walkers campaign must appeal to different age groups, regions and demographics. DEMOGRAPHIC The primary group to target is young people (ages 13-24). 79% of males and 86% of females in this group consume crisps and engage well with strong, emotive marketing campaigns. The secondary target market is adults between the ages of 25 and 44. They enjoy more disposable income, but are also more likely to make purchasing decisions based on health factors.

UNIQUE SELLING POINT Walkers are very unique in the way they promote their brand. They always produce adverts that not only capture the attention of the viewer but get them involved too. Engagement campaigns run by Walkers – their competitions and social media challenges, to name a few – really make their brand stand out from the crowd. A prime example of this is when Walkers launched its "Do Us a Flavour" campaign, challenging the public to think up unique flavours for their crisps. Once the favourites had been shortlisted a vote opened for the public to chose the best. This was a good way to engage consumers and really get them involved with the brand.

TONE OF VOICE The tone of voice for Walkers has always been pretty light hearted and fun. They know who they are and who they're targeting so change their tone of voice to suit. Their TV ad campaigns usually involve humour and some sort of competition or challenge to engage the public. They’re very laid back yet to the point.

CAMPAIGN SUMMARY Our flavour campaign is to be based around the idea of “Kid’s Favourites” – the teatime family meals that have been making Britain smile for decades.

THE MESSAGE The campaign will work on a cross-generational basis, targeting the two main demographics that Walkers communications mainly speak to – mothers and young adults (16-34 years old). We will do this by combining the most popular flavours from traditional family meals from yesteryear and the favourites currently being cooked by modern mothers up and down the country.

The new “Kid’s Favourites” flavour range will therefore appeal to mothers who regularly purchase multipacks to fill their family’s lunch boxes and snack cupboards by aligning with the meals that they regularly cook. On the other hand, the campaign shall also have nostalgic overtones to appeal to young adults, those who have not long flown the nest and still crave their mother’s cooking.