Walkers is reminding parents just how irresistible Wotsits, Monster Munch and Quavers are – marking the first time all three brands have aired on TV in 10 years.
Rather than focusing on children, the campaign targets adults, with the aim of sparking the latent love that they have for crisps.
Created by AMV BBDO, the spot sees them going to great lengths to avoid sharing the crisps by hiding them in spots their children would never think to look.
Reconnecting with their inner child, the desperate adults are seen exercising contraband style techniques. One mum hastily throws her prized Quavers in her clothes drawer, while another sneaks a single Wotsits within a lipstick case.
Another nifty parent conceals their pickled onion Monster Munch within the VHC case of '101 Amazing Canal Journeys.' In a case of parental teamwork, the ad ends with a mum and dad sat in their car that's parked in the garage, stuffing their faces with the moreish crisps.
As they duck down to avoid the gaze of their son who has returned home, the words 'Too good to share (sorry kids)' appears on the screen.
It is inspired by the insight that parents across the nation are hiding snacks (64%!) to avoid having to share them.
AMV BBDO worked alongside Splendid Communications (PR) and OMD (Media), on the 360-campaign. It features a hero TVC, competition, interactive social and partnership.
Alongside the communications campaign, Walkers has developed a new look across the snacks range and a packaging reduction on the outer film of six and 12 packs, which has on average a 30% reduction.