AMV BBDO & Walkers Create ‘Cardboard Jane’

AMV BBDO has created a new national TV ad to raise awareness of the delicious taste of Walkers Sunbites multigrain snack. 

Whilst volume sales of Sunbites have doubled in the past 2.5 years, only 3.8 million consumers enjoyed Sunbites within the last year, and only 52% of the UK population have ever heard of the brand. However, once consumers have tried the product, they are hooked, with the repeat rate being highest in the better-for-you category. Therefore there is still a lot of headroom for this product to grow.

This ad brings to life the idea that when we all tend to eat the same things over and over again, it gets a little dull. However, eating Walkers Sunbites can help you break free from the food-boredom cycle, as it is not only truly delicious, but also contains delightfully crunchy multigrains.

This is demonstrated through the story of Cardboard Jane, who has eaten the same things for so long that her head has turned to cardboard. We see Cardboard Jane’s cardboard head in the shower, eating cardboard cereal at breakfast and having a boring cardboard sandwich for lunch at her desk. This is until she is offered a Sour Cream & Cracked Black Pepper Sunbite from her friend on a park bench. The flavour and crunch of delicious Sunbites breaks her free from her cardboard world, and her cardboard head explodes to reveal the beautiful women underneath, and showering the park with confetti. The endline reads ‘Extra-ordinarily tasty, multigrain snacks’.

A heavy TV media campaign spanning from 7th February to the 28th March 2014 will rapidly grow awareness and trial. This is the first time viewers will see Walkers Sunbites on their TV screen since 2011. The cardboard Jane story will be supported on social media channels, including a 60” film for Facebook fans, and a new Twitter profile for the central character.