How Walkers formed a multi-platform partnership with The Telegraph to launch their new premium Market Deli range

1. WALKERS’
MARKET DELI
NEWSWORKS AWARDS | WALKERS’ MARKET DELI | OMNIMEDIA
EXECUTIVE SUMMARY
Walkers challenged us to find a way of educating
consumers about their incredible new premium range of
Market Deli potato, pita and tortilla chips. We created a
multimedia partnership with the Telegraph and Classic
FM to tell the story of the world-class ingredients,
farmers, deli-owners and chefs from the regions that
Walkers source their ingredients from which we then
featured in The Great Food Journey. Living in print,
mobile, online, radio and on Walkers own channels,
the partnership underlined Deli’s commitment to
discovering the finest flavours through beautiful audio-
visual content and the involvement of one of Britain’s
best chefs, Tom Aikens.
BACKGROUND AND OBJECTIVES
Tyrrell’s and Kettle Chips were well established as premium crisp
producers within the market, but both had become overly reliant
on discounting their products with the grocers, consequently losing
credibility with shoppers. Walkers have a heritage of using British
ingredients, however for Market Deli they travelled far and wide over
a number of years to find the best ingredients in the world, from Aceto
Balsamico di Modena PGI to Sundried Tomatoes from Manisa in Turkey
and smoky Chorizo from Northern Spain. These really are the best of the
best ingredients available, and our partnership had to communicate this
unparalleled dedication to quality. The concurrent TV launch campaign
would carry out the role of mass-reach and awareness, leaving the
partnership to focus on educating Telegraph readers and Classic
listeners to understand what makes Walkers Market Deli the only choice
for the audience’s ‘Wine and Olive’ evening moment. Our challenge was
to make people comfortable with paying more for Market Deli, and in so
doing, turn it into a major player in the luxury snack market within a year.
INSIGHT
We needed to collaborate with the right media owner(s) to give Market Deli the credibility with the foodie audience
that we sought. The Telegraph is well established in the food arena, with regular content produced across the daily
and weekend editions as well as online from respected journalists such as Xanthe Clay and Stevie Parle.
Telegraph Readers Index 218 for ‘I am very interested in Food & Drink content in newspapers” and Index 222 for
eating Tyrrell’s or Kettle. Across print and online, the Telegraph reaches 18% of the Deli Empty Nester audience
(TGI 2014).
Newsworks own 2013 study into food advertising showed how well newsbrands worked for Kettle, and proved that
newsbrands can effect food-purchasing decisions, particularly for women.
To add serious foodie credentials to the campaign and ensure it really resonated with the audience
as a quality food product, we recruited top Michelin-starred chef, Tom Aikens, and the
Telegraph’s Chief Food Correspondent, Xanthe Clay, to front the campaign.
The Great Food Journey’s interactive map produced by Telegraph
The new Market Deli range from Walkers

2. Both are renowned for their passion for high quality ingredients.
The Telegraph would produce the content, however we needed a complimentary
partner to add further reach and credibility, Classic FM was the perfect choice for
this. 40% of Telegraph readers listen to Classic FM (Index 355) and Classic reaches
22% of the Deli Empty Nester Audience.
We worked closely with the cross-agency teams from Freud PR, AMV BBDO, Black
Swan and Initials Marketing to ensure all elements of the activity aligned with the
wider above and below the line activity for the launch and with the overarching
brand pillars of Taste, Quality & Provenance.
The partnership including both brands gave us the reach of 36% @ 6ots (ABC1
45+), ensuring a significant amount of the TA would see or hear our messaging.
THE PLAN
We sent Tom Aikens and the Telegraph’s Xanthe Clay to
Modena, Manisa, Evesham and Cornwall along with an
8-person strong production crew including top photographer,
Michael Heffernan, to discover the stories behind some of
Walkers ingredients. There, they produced video, audio and
written content around the 100-year-old Balsamic vinegars
they discovered in the Leonardi vineyard, the local chefs in
Manisa who use Sun Dried tomatoes every day, dairy farmers
and deli-owners in Cornwall and the tomato growers in
Evesham.
We launched onAugust 4th in line with the TV campaign with a
four-page media-first reverse cover feature on a food-special
edition of Telegraph Magazine. Tom Aikens was the cover star
with a shot from the Leonardi vineyard in Italy. There then
followed a DPS feature withAikens and Clay around his passion
for ingredients and then a product led page about the new
range. There were then weekly half page features in Weekend
focusing in on each of the four trips individually. We hosted all
of this content online at telegraph.co.uk/marketdeli. Telegraph
also created four videos from each region, information about
the other 4 flavours in the range, 8 ingredient infographics,
8 top recipes and a chance to win a luxury hamper featuring
some of the ingredients used in the crisps. With Classic, we
created 4 ‘Brand-Tailored Ads’ with Tom Aikens and voice of
the TV advert, Alex Beckett. These 30s clips ran first-in-break
for four weeks on-air and both educated listeners about the
ingredients and drove them to the Telegraph content. The
Classic FM presence also extended online with a series of five
homepage takeovers driving users to the Telegraph hub.
We negotiated with Telegraph that Walkers could use all of the
content produced on their own channels via the WalkersDeli.
co.uk brand site and accompanying blog, which saved the
client a huge amount in creative agency fees.
Front Cover of Telegraph Magazine
DPS Spread in Telegraph Magazine
Tom’s feature on the perfect Evesham tomatoes

3. RESULTS
We hit all of the digital KPIs for the campaign, delivering over 45k unique users to the hub, over 12k video views and
negotiated increased presence in the paper during the campaign to take the overall campaign average frequency
to 7.
Results of eDigital research package:
CONSIDERATION
• Those who recalled the campaign were 25% more likely to consider
Market Deli
• Those who saw the campaign were 63% more likely to purchase Market
Deli in the future
RECALL
• 50% of Telegraph readers recalled seeing the activity
• 6% recalled hearing promotional activity on Classic FM (unprompted)
ENGAGEMENT
• 51% of those who recalled the features read the campaign
• Nearly 1 in 4 recognised that the brand associated with the campaign was
Market Deli
ACTION
• 38% had done, or intended to buy a Market Deli product after seeing the
campaign
• Overall, 49% had done, or intended to take some kind of action
CLIENT VIEW
“Our objective was to raise awareness of the real ingredients used in new Market Deli through a credible foodie
channel via credible foodie authorities. The Telegraph partnership, featuring Tom Aikens and Xanthe Clay on
The Great Food Journey, met this objective in an engaging and premium way”.
John Savage, Brand Manager
Cheddar Infographic by TMG