Walkers uses DM to promote healthy stance

LONDON - Walkers Crisps is make its first move into direct marketing as it looks to promote its new healthier positioning.

The DM, which is being handled by the Creston-owned agency TRA, will form part of a wider marketing campaign breaking early next month. The work will promote Walkers' £20m relaunch, which sees the crisps become lower in fat and salt.

The initiative will comprise a doordrop campaign and a website: www.walkers-eathappy.co.uk. The website will include an animated version of the Walkers brand icon, Gary Lineker, who will answer questions interactively in an FAQ section.

Marketing activity will also involve TV through Abbott Mead Vickers BBDO and will also star Lineker. Freud Communications handles PR and media is through OMD.

Earlier this month, PepsiCo relaunched Walkers, which has a 50.6% market share, as a healthier alternative to rivals. The snacks are now cooked in "sunseed" oil and are 70% lower in saturated fat as a result.

TRA was appointed to the PepsiCo roster in 2004 to work on Copella and Tropicana. It has since added Quakers and PJ Smoothies to its portfolio.

Miranda Sambles, the senior brand manager at Walkers, said: "We were delighted to appoint TRA, which impressed us not only with its strategic thinking but also its ability to develop strong creative through the line."

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