Walkers: DTA USA banner new by AMV BBDO

Spice Girls - the irrefutable Queen's of endorsement - have partnered once again with Walkers, as it repositions its brand with the biggest marketing campaign of the crisp-makers history that aims to reach 97% of the UK.

The long-anticipated 'Spice World' reunion tour commenced last month, as the Spice Girls hit the road for their first tour without Posh Spice a.k.a. Victoria Beckham.

In order to ensure its new positioning lands with impact, Walkers identified the reunion tour as 'the biggest cultural moment of the year' and therefore a perfect moment for the crisp brand to tap into.

Walkers new positioning is focused on the human insight that if you have something irresistibly tasty (like Walkers crisps in your hands) and someone asks you to share, then you're met with an awkward dilemma - to share, or not to share?

As part of the campaign, Walkers is on the lookout for the #BestFanEver, who could win the chance to meet the girls on tour.

Launching the competition, the 'spoof' ad sees the Spice Girls on the way to surprise their 'biggest fan' at his house with VIP tour tickets.

Ecstatic at first to find the Spice Girls at his home, things change when Emma Bunton asks the 'superfan' for one of his Walkers crisps.

Superfan Dev knows he should share with his favourite band, but he really doesn’t want to, and when it comes to it, he just can’t hand over any of his crisps— not even to his icons.

At this moment, the camera cuts to a nation who have been watching the action play out ‘live’ and we see their reactions – with special appearances from Goggle Box family The Malones and Walkers aficionado Gary Lineker.