In March, Walkers (Lay’s in the US) launched a cracker of a brand stunt as official snack partner of the UEFA Champions League (UCL) 2024. Football legend, Thierry Henry scoured the crowd in San Siro for people with a packet of Lay’s chips after he ate the entire packet he and David Beckham were sharing. The lucky couple got to take their Lay’s and watch the game with the two football celebrities.

VCCP has brought that campaign, No Lay’s, No Game, back to the UK as No Walker’s, No Game. Henry has finished the packet of chips again, so he sets out on a quest to find fans at home with Walkers. In this stunt, genuine football superfans were recruited via social media for what they believed was a documentary for Walkers’ parent company, PepsiCo. The twist comes when hungry football legend, Thierry Henry, pops by to ask for his favourite Walkers crisps. One lucky family who helped him out got an extra surprise when they were invited to watch the UEFA Champions League with Henry and Beckham.

The new campaign launched in the build-up to the UEFA Champions League Final between Dortmund and Real Madrid.

Wayne Newton, senior marketing director at Walkers, stated, “This was genuinely great fun and a testament to a fantastic collaboration. At Walkers, we love nothing better than to bring a smile to the nation and we hope this new campaign will do just that. Seeing the reactions of real people meeting Henry and Beckham was absolutely priceless. We hope as people see other elements of the campaign we’ll bring many more memorable experiences, after all No Walkers, No Game.”

The campaign will run across TV, BVOD, digital, social, print and D/OOH until July 16.

Credits:

Client: Walkers 
Advertising Agency: VCCP
Executive Creative Director: Mark Orbine
Senior Creatives: Matt Allen & Luke Ashton
Head of Account Management: Olivia Packshaw
Account Director: Amirah Hajat
Account Manager: Lara Tarabey
Head of Planning: Ross Cameron 
Planning Director: Rebecca Pinn 
TV Producer: Helen Brownlie
Creative Producer: Rebecca Hunnybun 
Integrated Project Director: Brad Willis

Production Companies: Girl & Bear & Washington Square Films 
Director: Andrew Lane 
Editor: Quin Williams @ Tenthree
Executive Producer: Olly Calverley & Han West
Producer: Selena Cunningham
Production Manager: Lisa Apsey
Production Assistant: Angeline Gill
Casting: Anna Mcauley Casting
Director of Photography: Hamish Anderson
Production Designer: Zoe Klinck

Post-Production Companies: Absolute Post & Girl&Bear
Colourist: Matt Turner
Post Producer Maddie Godsill
Sound Design: Munzie Thind @ GCRS
Music Licensing:  David Bass @ Theodore Music 
Senior Designers: Rob Churcher & Carl Sherry
Artlab Manager: Dan Datson

Digital Production Company: VCCP Bernadette
Project Director: Ravi Patel
Design Director: Gilles Bestley
Senior Motion Designers: Ondrej Hanel & Martin Pavlica
Media Buying Agency: Omd
Media Planner: Grant Beckley
Social Agency: Sips & Bites
PR: Spendid Communications

Where the campaign began: