Walkers has turned its back on TV and launched a social-first Christmas campaign – featuring the likes of YouTube influencer LadBaby and the face of brand, Gary Linekar – to promote its limited-edition sausage roll flavoured crisps.

The ‘A Sausage CaRoll’ campaign sees LadBaby, who achieved back-to-back Christmas number ones for songs about sausage rolls in 2018 and 2019, carol singing door-to-door to let everyone know about the ‘The Power of Sausage Roll’ flavour crisps. He’s joined by some well-known faces including his wife Roxanne Hoyle, singer Aled Jones, East 17 star Tony Mortimer, and TV presenter Carol Smilie.

The PepsiCo brand is supporting the Trussell Trust, a charity aimed at ending UK hunger and poverty, with 5p from every ‘The Power of Sausage Roll’ pack sold going to the organisation.

“I’m really chuffed that Walkers gave me the gig this year. I feel like I’m living in a dream,” said Mark Hoyle aka LadBaby. “It was great to work with the likes of Gary, Aled, Tony and Carol – as well as my lovely wife Rox – and bring our little festive tale to life, to encourage people to do good this Christmas and support the Trussell Trust, all while eating our delicious new sausage roll flavour crisps. We’re simply asking everyone to buy them, enjoy them and help us raise more money than ever before for the Trussell Trust.”

The ad, developed in partnership with creative agency Elvis, will run across YouTube, Facebook, Twitter, Instagram, and on radio.

Walkers has also created the first sausage roll emoji, which will appear whenever the hashtag #ASausageCaRoll is used on Twitter.

“This humorous campaign has a real purpose at its heart, helping to support the efforts of the Trussell Trust at a time when food banks are more needed than ever before,” said Fernando Kahane, Senior Marketing Director at Walkers. “We want everyone to get behind LadBaby and help to raise even more money for this worthy cause this Christmas.”