Walkers, Britain’s most loved crisps and creative agency of record, VCCP London have today launched a new brand campaign which heroes British farmers and the glorious roots of their much loved crisps, to demonstrate the love and care that goes into growing their potatoes to make their delicious crisps.

Showing farm to crisp packet, the campaign aims to celebrate the humble spud, and the British farmers that grow them. Walkers are sharing the love for the sustainably grown, 100% British potatoes which make their crisps so delicious, while giving a humorous nod to how they’re consumed.

The integrated campaign features a hero 30” TVC which depicts real Walkers potato farmers on a real Walkers farm showing how they care for their crops, soundtracked by Frankie Goes to Hollywood’s number one hit ‘The Power of Love’. The film then flips the script with a cheeky take on the provenance-based TV ad, contrasting the beautiful romanticised depiction of farming with the down to earth, idiosyncratic ways in which people love to devour their tasty crisps, making sure they get to every last crumb.

Marking a new creative direction for the brand, OOH and digital elements of the campaign juxtapose beautiful shots of Walkers farmers with the many locations and ways in which people snack on a bag of Walkers’ crisps, making reference to its famous #CrispIN or #CrispOUT brand platform.

This campaign is also supported by a playful radio spot which shares how much Walkers farmers love their sustainably grown, 100% British potatoes. They love them, like they really, love them. And it’s clear that the public love them too as we hear their crisp packets rustling and crumbs being polished off.

Walkers are working to show that there are many reasons to love Walkers and one of those is their commitment to British farmers and sustainable farming practices which in turn makes them the tastiest and best quality crisp around.

Find out more on VCCP.