Please read through the below case study. First, list primary publics to be targeted with the new campaign. Specifically, who would you want to reach and why? Once you have listed the publics go on further to describe the different channels you would use and why.
Walkers, touted as Britain’s favorite crisp, began in 1912 when Henry Walker took over a butcher shop in the high street of Leicester in the 1880s. In 1912 the shop was moved to Cheapside and the butcher business prospered until meat became scarce and severely rationed during World War II. Walker searched for a new product that he could keep in stock and that would make use of his workforce and factory working at only half-capacity.
The search was on for a new product that would appeal to the citizens of England. An early consideration was ice cream, but this was rejected as a viable choice because of hygiene problems that might be encountered with a meat manufacturing process in close proximity to a dairy product operation.
Another product that was popular with the public was potato crisps. This seemed like an ideal second business and so Walkers Crisps were born. The first production line was set up in an empty floor of Walker’s Oxford Street factory in Leicester. Potatoes were sliced by hand and cooked in a fish and chip fryer.
Today, Walkers employs over 4,000 workers in fifteen locations. It is a subsidiary of Frito-Lay, a US company owned by Pepsico, but, ironically, the search for new products to please a demanding public continues.
In the past few years, health experts have criticized the eating habits of modern man. In particular, they have shown that saturated fats are unhealthy. For example, in 2005, the National Heart, Lung, and Blood Institute (NHLBI), a part of the US National Institutes of Health, conducted a study of unsaturated fats in diets. According to NHLBI Director Elizabeth G. Nabel, M.D., the study shows that lowering the intake of unsaturated fat “can go a long way toward improving overall heart health”.
Walkers crisps began a “better for you” campaign to feature its new crisps with less saturated fat and salt. Its main message is that “the nation’s favorite crisps will contain 70 % less saturated fat than in 2005 – without any change to the taste!” Walkers General Manager said, “Over the years people’s needs have changed and so have we. Our customers are now looking for snacks that do not just taste great but are also better for them”.