No small challenge. How do we help Walkers create impact for their first two new permanent flavours in 30 years? Our approach focused on negotiating an exclusive with ITV’s This Morning (rich in our target audience) then working closely with the producers to create engaging content for viewers.
Next, we gave This Morning exclusive rights to set up an outside broadcast at the Walkers development kitchen. The presenters tasted the new flavours on air, leading to a lively debate on their favourite Walkers flavours.
The appearance led to 450 pieces of earned coverage with an OTS of 483M and a moment that generated national excitement for the new flavours.
The impact
450+
pieces of coverage
6min
segment on ITV’s This Morning
450
pieces of earned coverage
