Walkers Uefa Champions League 2017 TV ad

Walkers has kicked off an eight-week TV campaign to push the 175g resealable sharing pack launched earlier this month as part of its UEFA Champions League sponsorship.

Focusing on football fans, the new ad features them gathered in a variety of locations to watch a match, from the pub to a living room. Longstanding brand ambassador Gary Lineker appears midway as the ‘goal poacher’ who tries to take someone’s crisps.

The commercial coincides with on-pack promotion Snap & Share, inviting shoppers to upload a photo of themselves with the sharing pack, tagging it #WalkersUnited for a chance to win Champions League-related prizes such as match tickets and a PS4 with Pro Evolution Soccer. It will run for 12 weeks.

The activity represented new positioning for Walkers’ sponsorship of the UEFA Champions League, placing less emphasis on the players and more on the fans watching the match at home, said the crisps giant’s UK brand manager John Savage.