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Telling Walkers to packet in
Walkers produce 11 million packets of crisps every day.
Key stats
575+
Total pieces of coverage
75m+
Estimated overall reach
Time, CNN, the One Show, Sky News, the BBC, the Guardian, the Sun, the Times, the Telegraph
Coverage highlights
The challenge
Walkers produce 11 million packets of crisps every day. In 2018, they pledged to make their packets 100% recyclable by 2025. By that time, they would have made a further 28 billion crisp packets.
Campaigner Geraint Ashcroft launched a 38 Degrees petition calling on Walkers to make their packaging more environmentally friendly.
He, along with other campaigners, had meeting but the snack food giant took no further action.
He decided that it was crunch time, and called on consumers to send their empty crisp packets back to Walkers using the Freepost address printed on the back of their packaging.
The solution
89up undertook desk research to compare the recycling pledges of different food manufacturers, as well as the environmental impact of producing so much single use plastic packaging.
We developed a multipack of story angles, allowing us to sell the story in to multiple titles, including environment, consumer affairs, news and kids’ titles.
We coordinated media interview requests with Geraint and spokespeople from 38 Degrees.
