The campaign aims to reignite the latent love that parents have for these brands. It is inspired by the insight that parents across the nation are hiding snacks (64%!) to avoid having to share them. Walkers understand that parents’ need to time enjoy themselves and reconnect with their inner-child.

Created by AMV BBDO, working alongside Splendid Communications and OMD, it is a 360-campaign featuring a hero TVC, competition, interactive social and partnership.

The 30-second TVC shows parents across the nation stashing their Walkers Snacks in hiding places around the house. The TV ad will launch on key shows over the weekend including Coronation Street, The Lateish show with Mo Gilligan and Celebs Go Dating.

The campaign also features a competition asking the nation to share their snack hiding methods and an interactive version of the ad on social media with extra packs hidden. The public will be challenged to find all the hidden packs and share their guess.

In addition to this, Walkers have partnered with YouTube star, stuntman and inventor Colin Furze to create four inventions for hiding snacks. He will post a video for each invention on his owned channel with the first having debuted already.

The campaign kicks off mid-Aug with TV launching today alongside, VOD, YouTube, Twitter Instagram and Facebook and will run for two months.

Alongside the communications campaign, Walkers has developed a brand new look across the snacks range and a packaging reduction on the outer film of 6 and 12 packs, which has on average a 30% reduction.