Samarth I Walkers has cleverly tapped into the Dry January movement, positioning its “Better for You” range as the official snack partner of the 2025 challenge. Featuring products like Walkers Baked, SunBites, Pop Works, and Snack A Jacks, the campaign humorously highlights the snacks’ 0.0% alcohol content—a playful nod to the alcohol-free beer trend.
The campaign stars Danny Dyer, known for his EastEnders stint as a pub landlord. In a tongue-in-cheek ad, Dyer serves “pints of crisps” at the bar, quipping that “goals never tasted this good.” Walkers leans into familiar tropes from alcohol-free beer marketing, bringing a fresh, irreverent angle to snack advertising.
As new HFSS regulations restrict promotions of high-fat, salt, or sugar foods, Walkers is using this campaign to give its healthier snack options a prominent spotlight. Backed by nationwide OOH, digital, print, and shopper activations, it positions Walkers as a playful yet forward-thinking player in the snack aisle.
Cynthia Finke, PepsiCo’s marketing director, summed it up: “Our 0.0% alcohol snacks make sticking to good intentions a little easier — and a lot tastier.”
