LONDON, UNITED KINGDOM — A flavor once lost, now found and reborn in a way that only Walkers could imagine. In a campaign that blends nostalgia, fandom, and a touch of theatrical flair, Walkers has brought back its fan favorite Worcester Sauce crisps. But this time, through a nationwide comeback that began in the most poetic way: right in the heart of Worcester.
What started as a local love letter to superfans mourning the flavor’s 2023 disappearance has evolved into a full-blown cultural moment. Powered by creative agency VCCP and PR firm Good Relations, the campaign kicked off with an unexpected twist: the crisps were only available in one tiny corner shop Charlie’s Convenience Store, nestled in Worcester.
From a six meter floating crisp pack gliding down the River Severn to city-wide takeovers with billboards, beer mats, ad vans, and digital screens, the city was transformed into a surreal, snack-themed wonderland. The message was loud and clear: Worcester Sauce is back and it’s huge.
And the fans? They came. From Glasgow, Derbyshire, and beyond, crisp lovers made the pilgrimage, turning Worcester into a crunchy cultural hotspot. In partnership with LADbible, Walkers captured the buzz on the ground complete with some delightfully awkward attempts at pronouncing “Worcester.” The BBC jumped on the story, while bags of crisps were seen fetching over £100 on eBay, adding an unexpected layer of hype economics to the crisp’s renaissance.
Due to the overwhelming response from the public and the enduring popularity of the cult flavour, Walkers has announced that a national rollout is now on the way in a special campaign on Meta, Instagram, and TikTok.
Both the initial limited launch and nationwide rollout were developed in partnership with VCCP’s global content creation studio, Girl&Bear; Sips & Bites for organic social; Dept for influencer activations; Good Relations for PR; and OMD for media planning and buying.
Irina Panescu, Senior Marketing Lead at Walkers said “Worcester Sauce flavor crisps have been a fan favorite for years, and we’ve seen overwhelming demand for their return. By making Worcester the heart of this launch, we’re not just bringing the flavor back, we’re making it bigger, bolder, and even more Worcestershire-y.”
Mark Orbine, Executive Creative Director at VCCP added: “This campaign is all about relaunching Worcester sauce flavor crisps in an iconic way to reignite the nation’s love. By transforming Worcester into the ultimate crisp destination, we’re creating an unmissable story that taps into scarcity, humor, and national pride. Walkers have always been at the heart of British snacking, and we’re thrilled to help bring this beloved flavor back in such a unique way.”
CREDITS
Campaign Title: Walkers Worcester Sauce Relaunch
Client: Walkers
Advertising Agency: VCCP
Executive Creative Director: Mark Orbine
Copywriter and Art Director: Sophie Szilady & Sophia Johnson
Managing Partner: Olivia Packshaw
Senior Account Director: Patrick Bolton/Amirah Hajat
Account Manager: Mollie O’Sullivan
Group Planning Director: Richard Harriford
Planning Director: Rebecca Pinn
Planner: Percy Fagent
PR Agency: Good Relations
Executive Director: Liam Maguire
Director: Karla Winch
Account Director: Matilda Green
Account Director: Priyanka Loomba
Account Manager: Cheyenne Denny-Walker
Account Executive: Niamh Cherrett
Production Company: Girl & Bear
Integrated Creative Producer: Rebecca Hunnybun
Designers: Sophie Slim & Adam Edwards
Artlab Manager: Dan Datson
Resource Manager: Zuzana Horinkova
Artworker: Alexandr Trankovsky , Vladimir Stolyarov & Liam Leal
Post Producers: Sarah Hemsley & Amira Petker
Video Editors: Adrain Scanlon & David Fayinka
Media Buying Agency: OMD
