Savoury snacking challenger The Curators has taken a pop at Walkers in its latest billboard campaign.
‘Stop eating Dyer snacks’ riffs on Walkers’ recent campaign with Danny Dyer, positioning its ‘better-for-you’ crisps as “the official snacks of Dry January”.
The “tongue-in-cheek” online ad sees Dyer serving up pint glasses filled with crisps to sober punters.
The Curators’ spoof billboard, which is already projected to have made one million impressions across social media platforms, underscored its mission “to boost everyday snacking and empower consumers to make smarter choices”, it said.
A follow-up billboard ad, featuring the strapline, ‘For runners, not Walkers’, had “ignited further conversations among the health and fitness community”, it added.
“This is a wake-up call for snack lovers,” said The Curators co-founder Max Rees.
“We’re here to disrupt the market and to encourage people to think twice about what they’re putting into their bodies.
“Too often, savoury snacks are loaded with carbs, unhealthy fats, and artificial ingredients whilst offering no positive nutritional value.”
The Curators, which owns popped cheese snacking brand Cheesies, is set to expand its portfolio of protein snacks in March.
Protein Tortilla Chips (rsp: £1.30), in Tangy Cheese and Thai Sweet Chilli, will join its existing lineup of Pork Puffs and Biltong.
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