PepsiCo crisp and tortilla chip brands Walkers and Doritos have partnered with tour operator EasyJet Holidays for a campaign to celebrate the return of holiday getaways. Devised by UK agency of record, VCCP London, the campaign seeks to reignite the nation’s love for travel, by revealing the all too familiar quirks and behavioural changes holiday-makers indulge in only whilst abroad. The competition also includes one of the biggest multi-brand on-pack promotions for PepsiCo, running across special holiday-themed packs of Walkers and Doritos, offering consumers the chance to win a package holiday every hour, for 90 days.
The multi-million ‘Only On Holidays’ media campaign breaks today and will run until mid-April. Supporting the hero 40-second TV creative, two 20-second cut downs specifically heroing the Doritos brand for Gen Z and Walkers portfolio for families will also go live across TV and social. The campaign will be supported with investment in shopper, digital media, social media (TikTok, Instagram and Facebook, Twitter) and influencer activity. Media has been planned and executed by OMD.
The ‘Only On Holiday’ campaign champions the funny things Brits of all ages are guilty of doing. Research conducted by PepsiCo has revealed that nearly all Brits (91 per cent) have a ‘holiday alter-ego’ and change their habits to things they’d never usually do at home. The creative playfully brings out stereotypical holiday behaviours such as pinching hotel toiletries; indulging in the all-inclusive hotel buffet; being more adventurous; and losing all inhibitions on the dancefloor. ‘Only On Holiday’ seeks to target a vast cross section of society, specifically personifying the self-expressive holiday antics of the Gen Z audience via Doritos and the light-hearted holiday playfulness that family audiences of Walkers can resonate with.
“We only launched our easyJet holidays business in 2019, so joining together with Walkers and Doritos on this fantastic partnership as travel re-opens, is a real milestone for us,” said EasyJet Holidays Marketing Director, Richard Sherwood. “After the last two years we know there is a pent up demand for travel and that 2022 is going to see the long awaited return of our much missed getaways. There is a unique sense of joy and freedom which only holidays are able to deliver, and it is so exciting to offer these opportunities to holiday-deprived Brits in conjunction with two of the biggest crisp brands in the country.”