Fair play Walkers, you've got game

Initially I didn’t like the 'No Walkers, no game' ads, because I’ve literally never heard anyone say that.

Maybe it’s true for Lays? But for the UK, it smacked of forcing a European one-size-fits-all campaign onto a nation that may have given up its Marathon but won’t give up its Walkers.

Sure Gary Lineker has been the face of the brand but I’ve never heard an actual fan claim the game’s 'not on' unless you have a packet of cheese and onion to hand. And I say that as a crisp aficionado. There’s no greater joy than spying ‘green onion’ or ‘paprika’ Lays in a UK convenient store. It’s the adult equivalent of a football sticker shiny.

For us, Lays is the delicious 3pm snack after your after-sunned afternoon app and before you go out for a little bit more lobstering, right?

Not a part of football culture. It - or its UK translation - don’t extol the UK football-watching experience. More like 'no overpriced warm beer in a plastic cup, no game'.

However, I have come around to the idea, particularly thanks to some very neat social posts - pre and post Final.

Fair play Walkers, because I more than anyone should know that strategy is about the quickest way to get you to where you wanna be—not reinforcing where you already are. And if it’s a game of two halves, you’ve won the first.

With this bold strategy and thoughtful creative (inc the crisp holding device), I think it’s fair to say Walkers has gotten closer to a fan must-have.