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.

This article was first published on Campaign Work

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