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

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.

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

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