Best practice from OMD UK
Innovative Media Strategy
In 2006 Walkers experienced its first decline in sales in more than 10 years.
A key insight was that the brand was not reflecting the diversity of modern Britain.
The communications challenge facing OMD UK was to launch a new ethnic inspired Chilli & Lemon variant to the South Asian community in the UK.
To earn credibility and the respect of the community OMD UK needed to do more than simply ‘brand badge’. Their strategy was twofold – they first made the brand credible by weaving it into community life, before then fuelling the consumer’s passion.
Pillar 1 – ‘Weaving into their lives’
OMD UK delved deep in to Asian culture – they made Walkers Chilli & Lemon the official snack partner of the Asian Lifestyle Show.
They created a unique branded space within the show that included a Walkers Chilli & Lemon Route Master bus, a sampling team, Bhangra dancers and games.
Finally, they bought phone box panels, highly targeted to South Asian communities, as well as partnering with local ethnic radio stations, creating presence at a local community level.
Pillar 2 – ‘Fuelling their passion…for cricket!’
Embracing the South Asian passion for cricket, OMD UK’s mission was to become the unofficial ‘people’s sponsor’ of the one-day international cricket matches between England, India and Pakistan.
Using the specially designed Chilli & Lemon Route Master bus, they joined the International cricket trail.
OMD UK created a highly interactive cricket game that allowed consumers to test their skills against the brand ambassador, and British-Asian cricket legend, Monty Panesar.
They toured the bus around cricket matches and ethnic communities, sampling the product and providing chances to win tickets to forthcoming test matches.
Lastly, OMD UK formed a Chilli & Lemon Bhangra band to follow the campaign trail. The band provided thousands of spectators with an extremely popular and perfectly targeted form of South Asian entertainment.
The challenge to reflect the diversity of modern Britain meant that OMD UK needed to target a different audience to the housewife and kids audience which Walkers has traditionally targeted.
For them to establish credibility and fuel passion, it was crucial they weaved the brand into their target audience’s lives.
Their sponsorship of, and activity around the Asian Lifestyle Show allowed them to have a closer dialogue with the South Asian community and build credibility for Walkers.
The highly targeted local media was carefully selected to integrate in to the community way of life, whilst driving awareness and involvement with their target.
By tapping into cricket, OMD UK succeeded in leveraging one of their audience’s true passion points, ensuring their consumers wholeheartedly embraced Walkers.
Chilli & Lemon achieved double the sales of the product it replaced.
Top 30 variant across all brands in Asda, one of the biggest supermarket chains nationwide.
They excelled at a community level, winning Asian Supermarkets’ ‘Most innovative supplier of the year’ and distributing 100,000 samples.
Their Bhangra band became the unofficial “India Cricket Team Band” (BBC News).
To find out more about this campaign and see some pics please clik the link below
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