The Walkers 100-Calories or Less Campaign Raises Consumer Awareness
Michael Hemsworth — July 23, 2021 — Marketing
References: walkers & conveniencestore
The Walkers 100-Calories or Less campaign is a new initiative from the brand to help increase awareness amongst consumers and let them know that some of their favorite snacks that be easily incorporated into their diet.
The campaign is focused on consumer awareness and is hoped to help shift perceptions of the brand's snacks as being suitable for portioned indulgence instead of a sporadic treat. The campaign will see many of the recognizable logos replaced with surprised and delighted phrases to help drive home the notion that they are lower in calories than originally perceived.
Senior Brand Manager at Walkers Geoffrey Holtes explained the new Walkers 100-Calories or Less campaign further saying, "This activation is all about raising more awareness of the calorie content of a selection of our snacks. Through our initial research we quickly realised people were genuinely surprised when they learned that their favourite snacks were under 100 calories, and since calorie content is such a key consideration when making snack purchases, we wanted to ensure our customers are informed. Therefore, by shining a light on our
The campaign is focused on consumer awareness and is hoped to help shift perceptions of the brand's snacks as being suitable for portioned indulgence instead of a sporadic treat. The campaign will see many of the recognizable logos replaced with surprised and delighted phrases to help drive home the notion that they are lower in calories than originally perceived.
Senior Brand Manager at Walkers Geoffrey Holtes explained the new Walkers 100-Calories or Less campaign further saying, "This activation is all about raising more awareness of the calorie content of a selection of our snacks. Through our initial research we quickly realised people were genuinely surprised when they learned that their favourite snacks were under 100 calories, and since calorie content is such a key consideration when making snack purchases, we wanted to ensure our customers are informed. Therefore, by shining a light on our
Trend Themes
1. Low-calorie Snack Awareness - The Walkers 100-Calories or Less campaign raises awareness for lower calorie snack options and presents innovation opportunities for creating more low-calorie snack options.
2. Perception-shifting Campaigns - The campaign focuses on shifting perceptions of the brand's snacks, presenting disruptive innovation opportunities for companies to adjust marketing initiatives.
3. Calorie-count Marketing - The campaign emphasizes calorie content as a key consideration for snack purchases, highlighting innovation opportunities for companies to market snack products based on less calories.
Industry Implications
1. Snack Food Industry - The campaign highlights disruptive innovation opportunities to develop healthier and low-calorie snack options within the snack food industry.
2. Marketing Industry - The campaign highlights marketing innovation possibilities to shift consumer perception and focus on calorie count as part of the decision-making process when purchasing snacks.
3. Health and Wellness Industry - The campaign raises awareness of low-calorie snack options and presents disruptive innovation opportunities for companies to invest in creating new healthier snack alternatives.
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