Parents hide food from their kids in strange places in this snack brand campaign

U.K. brand Walkers is encouraging adults to make their own secret stashes

Published On
Aug 26, 2019

Editor's Pick

Snack bags aren’t just for children, but sometimes it’s hard to convince kids of that. Walkers, the U.K. snack brand, is encouraging parents to hide the tasty treats from greedy kids and save them for adult snack time.

A new 30-second spot from AMV BBDO and directed by Chris Balmond via Outsider shows enterprising parents making use of imaginative ways to keep Wotsits, Monster Munch and Quavers for themselves—stuffed inside the underwear drawer, taped under a desk in the home office, stashed inside a boring VHS cassette box. Adults can access places kids would never think to go digging around, like inside a golf bag or under a lampshade.

The spot is running on TV, during shows with decidedly adult audiences like the primetime soap opera “Coronation Street,” talk show “The Latish show with Mo Gilligan” and reality show “Celebs Go Dating.” A social media push also asks fans to share their own methods of hiding snacks.

In addition, Walkers has enlisted YouTube star Colin Furze to use his signature brand of wacky invention to build new hiding spots. His first attempt turns an average door into a snack closet only accessible with a magnetized broom handle. An even more ambitious build turns a table lamp into a remote-controlled snack drawer.


Aug 26, 2019
Marketing Director :
Fernando Kahane
Brand Manager :
Jennifer Robinson
Marketing Manager :
John Artley
Digital Brand Manager :
Stephen Sharifian
Digital Marketing Lead :
Ian Maybank
Creative Agency :
Creative Director :
Graham Jenks
Copywriter :
Emma Penz
Art Director :
Phil Sinclair
Agency Planner :
Olivia Stubbings
Agency Account Team :
Brenda Frixa
Agency Account Team :
Alex Smith
Agency Account Team :
Victoria Mackenzie
Media Agency :
Media Planner :
Patrick Michalski
Production Company :
Director :
Chris Balmond
Xlab :
Greg Farrington
Xlab :
Jason Leitch
Production Co. Producer :
Paul McPadden
Business Affairs :
Michelle Holmes
Digital Design Company :
AMV Interactive
PR Agency :
Splendid Communications

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