Magazine article Marketing

Walkers Snacks Ties to Comic Relief Campaign

Magazine article Marketing

Walkers Snacks Ties to Comic Relief Campaign

Article excerpt

Walkers Snacks is to partner Comic Relief on a major cause-related marketing campaign for next year's Red Nose Day.

The activity is expected to launch in the new year and run in the weeks leading up to Red Nose Day on March 14. It will operate separately from and in addition to Walkers' Free Books for Schools, the company's biggest cause-related programme to date.

It will be the first time Walkers has had a formal fundraising link with Comic Relief, though in 1995 it supported the charity by creating a spoof TV ad starring its advertising frontman, Gary Lineker, which aired on Red Nose Day.

Walkers' vice-president of marketing, Neil Campbell, confirmed the tie-up but refused to divulge details. However, it is understood it will be an on-pack promotion incorporating text-messaging. A new Gary Lineker TV ad will promote the activity.

Campbell said: 'There is a natural fit between us and Comic Relief, which is a well-known, well-loved charity with a fun approach. …

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