This Walkers Baked commercial is being launched as part of a multi-million pound campaign in the UK to encourage consumers to try out the snacks on their next visit to the shop. The commercial entitled 'The Best Foods in Life are Baked' focuses on at-home cooking with the viewer looking outwards from inside an oven past a recipe being freshly prepared. The ad then goes on to correlate the way that home-baked foods always taste best to how the brand's Baked range tastes.
Walkers Senior Marketing Manager Rachael Smith spoke on the Walkers Baked commercial saying, "We know that enjoyment is the number one driver of choice during snacking occasions. Our new taste-led campaign taps into this demand, reframing Walkers Baked in consumers’ minds from just being a snack with less fat, to a snack that is delicious and tasty."
Key Themes Behind This Trend
- In-home Cooking
- Brands can tap into the trend of consumers seeking out in-home cooking experiences to generate interest in their baked snack offerings.
- Taste-led Campaigns
- Marketing campaigns centered around taste and enjoyment can be effective in repositioning snack offerings in the minds of consumers.
- Multimedia Advertising
- Brands can utilize multimedia advertising such as television commercials to reach a wider audience and promote their snack offerings.
Where This Applies
- Food and Beverage
- Food and beverage companies should consider creating baked snack offerings that appeal to consumers seeking out in-home cooking experiences.
- Advertising
- Advertising agencies can utilize multimedia campaigns centered around taste and enjoyment to promote snack offerings to a wider audience.
- Media and Entertainment
- Media and entertainment companies can partner with food and beverage companies to create engaging multimedia campaigns that tap into the trend of in-home cooking.
