UK NEWS

WALKERS HAILS FARMERS AS HEROES

Wednesday September 5,2007

By Jessica Johnson for express.co.uk

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WALKERS crisps unveiled their 72nd Gary Lineker advert earlier today. And the genre is, as always, lighthearted.

Their aim is to celebrate the efforts of our British farmers by bringing a fun song and dance to the Britain's television screens.

The ad sees the football pundit rejoicing as Walkers switches to 100% Great British potatoes in an all-singing, all-dancing performance with a group of jovial potato farmers.

Having delayed the launch of the ad due to recent extreme flooding, Neil Campbell, Chief Executive of Walkers crisps, explains:

"We took the decision to delay the launch of the campaign as we felt that the 'mud glorious mud' advertising creative was inappropriate during a weather crisis.

we feel the time is right to pledge our continued support to British farming

Neil Campbell, Chief Executive of Walkers

"Now, however, to support and commend the resilience of British farmers and the Great British public during a difficult summer, we feel the time is right to pledge our continued support to British farming with our announcement that we will now be sourcing only 100% British potatoes to make Walkers Crisps.”

Shot on a Walkers potato farm, the ad was directed by Pedro Romhanyi and choreographed by Hollywood actor Mikey Rourke’s son, Michael Rourke. In true Walkers comical style, Gary is yet again the butt of all jokes, when his larking around leads to the farmers ‘inviting him’ to ski through the muddy field only to land flat on his face and end up covered head-to-toe in glorious spud mud!

When asked about his dancing performance on set, Gary replied:

“I wouldn’t describe my performance as dancing, more plodding - thankfully, as I am a completely useless dancer! Luckily the farmers had to do all the tricky stuff. I just had to sort of walk and talk and sort of sing. Not very well, but we got there.”

Walkers has made the switch to 100% British potatoes to support British farmers and British farming. By using 100% British potatoes, we will also be reducing the distance our potatoes travel, thereby lowering Walkers carbon footprint.