Walkers is the UK's best-selling savoury snack range, and one of the four most popular brands in British supermarkets. Walkers has a special place in the nation's affections, not least as a result of a long-running advertising campaign featuring former England footballer Gary Lineker, now the country's top TV sports presenter. That campaign is still going strong after almost 25 years. In that time the Walkers banner has expanded beyond potato crisps to cover a wide range of other salty snacks. More recently the brand has maintained its popularity by launching an annual competition in which the public is invited to suggest unusual limited edition flavours. It has also reacted to concerns over healthy eating by reducing salt levels and introducing "better for you" baked snacks. Walkers was originally a regional brand, first launched after World War II in the Midlands city of Leicester, where the company is still based. It only came to prominence nationally in the 1980s following the steady decline of the original market-leading crisps brand Golden Wonder. Since 1991, the business has been the UK arm of global salty snack giant Frito-Lay, a division of PepsiCo. The combined UK portfolio - including Doritos, Quavers and other sub-brands - has annual retail sales of well over £1bn, with the core Walkers crisps family alone accounting for over £690m in 2017. Main competitors are Pringles, now owned by Kellogg's; and McCoy's, Hula Hoops and other brands owned by Intersnack UK.
Which agencies handle advertising & marketing for Walkers? Find out more from Adbrands Account Assignments
Who are the competitors of Walkers? See Food Sector
Subscribers only: Account assignments and selected contact information
Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.
Historical profile information for Walkers
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 18th Sep 2014: Ads of the Week: "Twitter Vending Machine". How game is TV sports pundit and longtime Walkers brand ambassador Gary Lineker! He's been doing this job for AMV BBDO for 20 years, and yet he's still prepared to be encased in a vending machine at a London bus-stop for days on end to interact with passers-by via Twitter. Well, no, not really, but the illusion is brilliantly and wittily executed. Lovely idea.
All rights reserved © Mind Advertising Ltd 1998-2018