BAN THE ‘F’ WORD • WALKERS

Walkers’ brand purpose is to take life with a bite of levity, and we know that people see having a snack as a moment to take a break and moment of enjoyment. But the fact of the matter is - there are many people out there who can’t do that because daily life is getting them down. Laughter is a powerful tool in helping people overcome life’s daily little adversities - so we brokered a partnership with Comic Relief to launch the Walkers Smiles Fund, raising money for charities that use comedy and the arts to support mental health. Going live in time for a TV spot during Red Nose Day, we also worked with mental health campaigner and comedian, Ruby Wax, to ban the ‘f’ word (by which we mean the response of I’m fine) the week leading up to Comic Relief, working with influencers and giving broadcast interviews around the importance of not saying you’re fine on autopilot, even when you’re not.  We delivered 96 pieces of coverage and the content had 619k views on social channels. There was also a 100% google search uplift.