No Walkers No Game

Football isn’t just a sport in Britain; it’s a ritual that unites fans over pints and packets of Walkers. But with brand noise like the South Stand at Wembley, we needed to behave creatively with our media to prove we got football fans AND effectively intercept snacking moments. Understanding that football fandom comes in many forms, we personalized our messaging for all types of fans—from die-hards to casual viewers. Our bespoke ‘Flavourithm’ utilized advanced AI to identify when, where, and how to connect with light and lapsed buyers. With tailored creative variants, our campaign felt like friendly banter rather than traditional advertising. Superstitious fans received reassuring messages, while nostalgic viewers were treated to memories of thrilling past matches, with spend adapted dynamically based on how teams fared. We adapted our messaging dynamically, increasing our spend when teams thrived, and pulling back during downtimes, ensuring we stayed relevant throughout the tournament. We got more people buying Walkers in football moments by really showing we got fandom.