Walker's Crisps - Garymania! How an already successful brand benefited from famous advertising

Jeff Lush and Gavin MacDonald

New integrated theme and promotional advertising campaign for Walkers Crisps, against background of plateauing distribution and heavy recent reliance on promotions.
Agency: BMP DDBAuthors: Gavin MacDonald and Jeff Lush

Walkers Crisps - Garymania! How an already successful brand benefited from famous advertising

INTRODUCTION

This paper examines the effectiveness of BMP's advertising for Walkers Crisps since its appointment in August 1994, a period which has seen Walkers transformed into, arguably, the most famous and successful branded property in UK advertising.

THE HISTORY OF WALKERS CRISPS

Henry Walker's butchery business had flourished in Leicester in the 1930s. However, with the advent of rationing, the Second World War brought severe consequences to the whole food industry. Diversification was vital,...

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