Walkers has launched its biggest campaign to date to promote the introduction of home-grown ingredients to many of its products. The TV spot, created by Abbott Mead Vickers BBDO, features the brand ambassador, Gary Lineker, on a tractor visiting the parts of the country that supply ingredients for Walkers’ crisps. The campaign includes social media showing Lineker talking to farmers and his father, a former fruit and vegetable seller. The work was written by Simon Welch, art directed by Matt Welch and directed by Paul Weiland through Weilands. Media was handled by OMD UK.