Agency: Abbott Mead Vickers.BBDO | Authors: John McDonald, Bridget Angear and Peter Knowland |
silver award
Walkers Crisps
Staying Loyal to Lineker
Introduction
'With an immediate ROI of 1.70, building to 5.10 in the longterm, our loyalty to Gary Lineker has clearly paid off.'
This paper will prove that loyalty pays. We've remained loyal to the Gary Lineker campaign and enjoyed longterm success in both sales and advertising measures.
In 1995 Walkers Crisps introduced the 'No More Mr Nice Guy' campaign with a daunting set of objectives. It had to deliver wellbranded news that could drive sales in the shortterm...