The Spice Girls have partnered once again with Walkers, as it repositions its brand with the biggest marketing campaign of the crisp-maker's history.
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 a perfect moment for the crisp brand to tap into in a bid to reach 97% of the UK.
Walkers new positioning is focused on the insight that if you have something 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.
This isn't the first time the Spice Girls have partnered with Walkers. In July 1997, the group began an endorsement deal with the crisps brand to launch their "Cheese & Chives" flavour. As part of the deal, each Spice Girl featured on packets individually and as a group.
They also starred in two television adverts alongside Gary Lineker. During this time, Walkers reported a six percent increase in their brand's volume share of the crisp market within the first eight weeks of the Spice campaign.
At their hay day in the late nineties, the band experienced an unprecedented marketing phenomenon that lead to a prolific number of Spice Girls merchandise and sponsorship deals.
Over the years, official Spice Girls branding has appeared on hundreds of products. With partnerships with the likes of Pepsico, BT, Asda and Hasbro, they are the most merchandised group in music history.