Heinz x Walkers - Creative Strategy Plan (VCCP)
Walkers used to be the Kings of Flavour.
But now they’re struggling on flavour and losing the interest of a younger fanbase…
01
Brief
Walkers have brought back a classic: Heinz Ketchup-flavoured crisps, and need a campaign to match. We have two jobs.
Reassert credentials as leaders in flavour.
Gain relevance among younger audiences.
02
Strategy
Young adults are navigating constant change. In an oversaturated market, novelty alone doesn't cut through. What does? The familiar.
Walkers and Heinz carry decades of nostalgic weight that no challenger brand can manufacture. The opportunity is to lean into that. Position the collaboration not as a gimmick but as a domestic classic with an innovative spin.
Two timeless icons, one product. When old meets new, it doesn't feel like a launch. It feels like coming home.
03
Process & Result
Presented to VCCP professionals under real time pressure, going from initial idea to polished pitch in days. I led competitor research and visual direction, and produced a teaser trailer to open the presentation — it received some of the strongest feedback on the day. The nostalgia strategy landed well, with feedback pushing us to think harder about media execution. The biggest takeaway was that the strongest decisions came from staying open and iterating together, not retreating into individual roles.
I proposed and produced a teaser trailer to open the pitch, cutting together footage in CapCut to hook the audience, set the tone and bring our strategy to life before we'd said a word. It received some of the strongest feedback of the presentation.