The Brief

The Brief

Following the success of Salt and Lineker crisps, which boosted sales by

60%, Walkers saw scope for exploiting one of today’s biggest marketing

opportunities: the Spice Girls.

Hence we have the introduction of the new Cheese and Chives crisps being

sold in five limited edition packets, each featuring a different Spice


The brief for the advertising agency was to come up with a campaign that

linked the Spice Girls with its current incredibly successful campaign

using footballer Gary Lineker.

Walkers signed Lineker up for its ’No more Mr Nice Guy’ campaign in

January 1995, and the resulting commercials are now among the most

recognised on television.

This is the ninth execution to feature Lineker; almost all of them have

made it into Adwatch.

Celebrities appearing with Lineker have included Paul Gascoigne and

Ulrika Jonsson, but the Spice Girls are certainly the hottest property

to feature in one of the ads so far.

The Campaign

The 30-second commercial was filmed at Shepperton Studios under the

direction of Paul Weiland, who has directed all of the Walkers ads.

It twists the familiar ’No more Mr Nice Guy’ strapline to become ’No

more Mr Spice Guy’.

The commercial shows Lineker rejecting the obvious charms of the

provocatively attired Spice Girls and stealing their crisps instead.

Walkers also received high-profile publicity from the tabloids about the

making of the ad. The People reported the ad had to be re-shot when

’Posh Spice’ objected to the way in which she was presented.

Many papers carried the story of the ad being blocked from daytime

television by the Broadcast Advertising Clearance Centre on the grounds

that lines like ’Have you scored recently?’ were too sexy. The agency

then filmed a tamer ten-second ad to be shown before 6pm.

The Result

The presence of the Spice Girls and the media attention surrounding the

ad meant ’No more Mr Spice Guy’ stormed into this week’s Adwatch table

at number two, with 86% awareness.

The more detailed data shows that awareness remains high across the

board, reaching 95% among 15- to 24-year-olds, and 93% among 35- to


The C2 group shows a markedly higher awareness than other socio-economic

classes, at 97%. This compares with 87% for ABs and 85% for C1 and


The commercial has proved more memorable with women than men, at 88%

compared with 83%, and is particularly memorable in the Tyne-Tees TV

region, where every viewer surveyed could recall the ad.


Client: Walkers Crisps

Senior brand manager: John Grieveson

Agency: BMP DDB

Creative work: Dean Webb

Budget: Undisclosed

Media: National television Target: Children and mothers.