Walkers' ad agency, Abbott Mead Vickers BBDO, has been briefed to come up with a fresh campaign idea. The tightening of rules on the TV advertising of foods high in fat, salt or sugar is believed to have played a role in the decision, as well as the age and relevancy of Lineker.
It is understood that the former England footballer-turned-TV presenter will still feature in Walkers' 2008 campaigns, with the new advertising expected next year. The brand will spend about £27m on marketing this year, according to Nielsen.
The tie-up with Lineker has proved fruitful for the PepsiCo brand over the years and has been a crucial part of driving the success of its flagship crisp brand. In 2000 Lineker signed a £1.5m 'golden-handcuffs' deal barring him from endorsing any other products for the next five years. However, insiders described the campaign as 'increasingly tired'.
The original campaign was created by what was then BMP DDB before it switched to AMV following a global agency realignment in 1998. Lineker fronted the launch of Walkers' Sensations in 2005 with Tara Palmer-Tomkinson, and the following year promoted a more sober message that the crisps now contain less saturated fat.
Walkers said it was committed to using Lineker 'for the foreseeable future'.
History of Lineker ads
- 1995 Lineker's first Walkers ad, 'Welcome Home'.
- 1996 Appears in 'Gazza', refusing crisps to a lachry-mose Paul Gascoigne.
- 2002 Plays David Seaman's mum in 'Walkers footballs'.
- 2005 The launch of Walkers Sensations.
- 2007 Walkers defers 'Mud, glorious mud' amid fears it would offend consumers affected by flooding.
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