However, with distribution-based sales increases coming to an end, Walkers needed to find another way to generate growth. In a highly price-sensitive market, it had to encourage brand loyalty. Rivals were copying its popular promotions, so the strategy had to ensure that consumers knew Walkers 'owned' the promotions.
The theme of 'irresistability' was developed and Gary Lineker was hired as a brand spokesman. Known as an all-round nice guy, the creative reversed this image by making the crisps so desirable that even Lineker would be nasty to get them.
Since the No More Mr Nice Guy campaign started in 1995, the former football star has featured in 43 different executions. The motif has been freshened up in recent years by introducing celebrity foils such as Michael Owen and Sir Steve Redgrave.
The bulk of the budget has been invested in TV, and media buying has gradually focused on spots in quality programmes with loyal viewers.
Pack sales have risen 105% over the campaign period and sales have grown in impulse and grocery outlets. Consumption has grown by 22.1% compared with a market increase of just 1.9%. In the grocery market every £1 spent on advertising has generated £1.70 in retail revenue during the past two years. This represents extra sales of almost 114m packs.
Awareness of the ads is now so high that media spend has actually been reduced. Walkers, now the second-biggest brand in Britain, has signed up Gary Lineker for a further five years and at least another 25 commercials.
WALKERS CRISPS
±±¾©Èü³µpk10: No More Mr Nice Guy
Agency: Abbott Mead Vickers BBDO
Collaborating Agency: MediaVest
Client: Walkers Snack Foods
Creative Director: Peter Souter
Film Director: Paul Welland
Advertising Manager: Neil Campbell
Authors: John McDonald, Peter Knowland, Bridget Angear
With Contributions From: Marco Centonze, Andy Carrington
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