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

2. 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.

3. Kids’ Favourite Dinners  Kids’ Favourites
CAMPAIGN NAME
Kids’ Favourite Dinners  Kids’ Favourites
TEA
People who refer to their evening meal as tea are almost certainly working class or of working class origin and mainly reside in the North of England.
Grades C2, D and E
DINNER
People who refer to their evening meal as dinner tend to be lower middle class or middle class.
Grades B and C1
SUPPER
People who refer to their formal evening meals as dinners yet call their informal family evening meal supper tend to be upper-middle or upper class.
Grades A and B
Initially, the name of our flavour campaign was going to be “Kid’s Favourite Dinners”. We have since shortened this to “Kid’s Favourites” and the reasons for this are two-fold.
Firstly, having reviewed our target audience we realised that the word ‘dinner’ may not appeal to those residing in the geographic regions highlighted by our market research.
Whilst Walkers customers in Southern England are more likely to refer to their evening meal as ‘dinner’, those living in Central England and Scotland are more likely to refer to it as ‘tea’.
Because of these geographic disparities, we dropped the ‘dinner’ from the name of our campaign so that it can appeal to as many consumers as possible, particularly those who regularly consume Walkers crisps.
Secondly, the new campaign name – “Kid’s Favourites” – is shorter and snappier, and allows us the space to display it in a larger font size on our promotional literature. The shorter version is also far more conducive to use in our social media campaign, especially for use with Twitter’s hashtag feature.

4. CAMPAIGN POSTERS
Our research has shown Walkers tone of voice to be light hearted and fun and so we have tried to implement this across our advertisements.
For printed advertisements, our campaign will utilise two different templates, although each will include the same call-to-action – directing people to vote for their favourite flavour online.
Our research has shown Walkers tone of voice to be light hearted and fun and so we have tried to implement this across our advertisements.

5. CAMPAIGN posters
For printed advertisements, our campaign will utilise two different templates, although each will include the same call-to-action – directing people to vote for their favourite flavour online.
Our posters will solely be aimed at adults due to new advertising regulations and, as such, will evoke the nostalgic elements of our campaign.
In the past week, more stringent regulations on advertising junk foods towards children have come into effect, and this trend looks set to continue into As such, our posters will solely be aimed at adults and evoke the nostalgic elements of our campaign.
The first set of posters will include vibrant images of adults in a playful mood, with each character being a spokesperson for the favourite flavour from their childhood. For example, “Philippa says nothing used to beat beans on toast after school”.
The posters will then ask the viewer if they disagree with the character and, if so, entice them to vote for their own favourite flavour on the Walkers website. We chose to invite disagreement with the characters to evoke a stronger reaction to the advert, as people are more likely to go out of their way to defend their viewpoint rather than agree with one.

6. CAMPAIGN posters (Continued)
The second set of posters will focus on the products themselves, rather than the characters we have created. There will be a set of four posters, with each one displaying one of the flavours.
The designs will be bold and simple, with the crisps being the main feature. As with the previous set of posters, they will entice the viewer into voting for their favourite flavour online.
These posters will primarily be used for print campaigns, including newspapers and magazines, but will also be distributed to newsagents and other Walkers retailers for display in their stores.
The second set of posters will focus on the products themselves, rather than the characters we have created. There will be a set of four posters, with each showcasing one of the four flavours.

8. TV Advertisement Ideas
Children walking around town with big microphones approaching members of the public to ask what their favourite childhood meal was. The children will be a bit cheeky with their questioning to add humour which reflects the tone of voice from previous Walkers adverts. During the advert Gary lineker will be walking around munching on packet of crisps… when the children approach him he will say his favourite meal and show his crisp packet which is that flavour!
At a childrens party they’re all excited for pinata full of new crisps and they’re the very first people to taste them! The children are blindfolded to make the game more fun and the pinata is hung in place by Gary. The children start hittingaway, trying to get the crisps out. As they are blindfolded they don’t initially realise any crisps have fallen out yet. Gary sneaks in to steal the first taste but is noticed by one child who alterts the others! All the children take off their blindfolds and run at Gary bashing him and laughing!
For our final pitch, we will look at other marketing channels, including TV advertising and social media, to ensure that the flavour campaign has as wide a reach as possible. We will also plan the next stage of the campaign, i.e. when the final flavour has been chosen, to ensure that the product has an unmissable launch into the market that ultimately results in a high volume of sales.

9. TV Advertisement Ideas (continued)
3. Mother and son are sat talking and reminiscing whilst looking through old family photos. Mum starts giggling at a photo and shows her son. It’s a photo of him as a young child eating spaghetti bolognese and he’s covered in it! They laugh and the boy tries to get the photo but they end up falling in a heap of giggles! Dad comes in to see what all the noise is and laughs when he sees the photo. Then he says “I've got something tasty that makes much less mess!” He holds up the spaghetti bolognese crisps and the boys eyes light up. He grabs them off his Dad and runs off but trips on the rug and goes flying with the crips!!
For our final pitch, we will look at other marketing channels, including TV advertising and social media, to ensure that the flavour campaign has as wide a reach as possible. We will also plan the next stage of the campaign, i.e. when the final flavour has been chosen, to ensure that the product has an unmissable launch into the market that ultimately results in a high volume of sales.

10. NEXT STEPS
We will look at other marketing channels, including TV advertising and social media, to ensure the campaign has as wide a reach as possible.
For our final pitch, we will look at other marketing channels, including TV advertising and social media, to ensure that the flavour campaign has as wide a reach as possible. We will also plan the next stage of the campaign, i.e. when the final flavour has been chosen, to ensure that the product has an unmissable launch into the market that ultimately results in a high volume of sales.