Walkers Crisps is kicking off the new year by aligning with the Dry January movement, promoting its ‘Better For You’ range as the official partner of the 2025 challenge.
The partnership comes with a playful campaign that humorously highlights the fact that all Walkers snacks are 0.0% alcohol. The Better For You range includes popular options like Walkers Baked, SunBites, Pop Works, and Snack A Jacks.
The campaign takes inspiration from familiar advertising techniques used for alcohol-free beer. In the lead ad, actor Danny Dyer, known for his role as Mick Carter, landlord of The Queen Vic in EastEnders, stars as a pub landlord serving pints of crisps instead of beer.
“Some people say January is the Monday of months,” Dyer quips in the ad, adding, “Goals never tasted this good,” referencing the Better For You snack range’s healthier options.
While advertising snacks as alcohol-free might seem unconventional, Walkers leans into the humor with out-of-home ads declaring, “We’ve said the 45% less salt thing too many times.”
Cynthia Finke, marketing director at Walkers’ parent company PepsiCo, explained the approach:
“Many people start the year by cutting back on things they enjoy, making January even gloomier. But with our Better For You snack range being 0.0% alcohol, we’re making it easier to stick to good intentions while still enjoying yourself.”
The campaign will run nationwide, spanning OOH, digital, print, PR, and shopper channels, ensuring broad reach and engagement.
Looking ahead, Walkers’ Better For You range is expected to take on a more significant role in the brand’s strategy in 2025. This shift comes as new HFSS regulations take effect in October, restricting the advertising of foods high in fat, salt, or sugar on TV before 9pm and online.
