PepsiCo has launched a new look across its core Walkers range in line with the brand’s latest campaign, ‘When life gives you potatoes, make crisps’.

The new design will span Ready Salted, Cheese & Onion, Salt & Vinegar and Prawn Cocktail varieties, and features facts regarding the brand’s sustainable sourcing methods, a ‘great taste’ promise, and an on-pack message indicating that it uses no additives, artificial colours or preservatives.

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PepsiCo is also partnering with Comic Relief and British comedians Asim Chaudhry and Jessica Knappett to demonstrate the power humour can have to positively influence mental wellbeing.

To kickstart the collaboration, the brand launched its #WalkersTweetRelief event last week and pledged to donated £1 to Comic Relief for every positive tweet sent using the hashtag. A TV advert will follow, alongside outdoor advertising and a social media campaign.

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Fernando Kahane, marketing director for Walkers Snacks at PepsiCo, said: “Unbeatable quality has always remained at the heart of everything we do at Walkers. We harvest only the finest potatoes from over 80 farms around Britain and this is something we want to share with consumers. We understand that provenance and brand responsibility is very important to them.

“The new packs will feature a QR code, which will link through to the Walkers website, where people can find out more about how we care for our spuds and the planet. This fresh new look for Walkers forms part of our wider brand ambition to drive greater purpose.

“The launch of our new brand campaign is centred on inspiring the nation to turn everyday life adversities with some levity and positivity.”

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