This Walkers plus Doritos and easyJet Holidays campaign unites Walkers, Doritos, and easyJet Holidays with a witty take on Brits’ holiday alter-egos—

Food & Drink

Only On Holiday - Walkers plus Doritos and easyJet Holidays | Clapboard Ad Archive

Other Food & Drink Campaigns

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Only On Holiday - Walkers plus Doritos and easyJet Holidays | Clapboard Ad Archive

Only On Holiday sees PepsiCo’s powerhouse snacks Walkers and Doritos join forces with easyJet Holidays and VCCP London to spark post-pandemic wanderlust across the UK food and drink market, smartly positioning these brands not just as snacks but as cultural staples of the holiday experience. The year’s most ambitious on-pack promotion taps into fresh consumer insight—PepsiCo research found that 91% of Brits adopt a distinct holiday alter-ego, indulging in quirks and behaviors they’d never allow at home—fueling a campaign that revels in the all-too-familiar rituals of being away: surreptitiously pocketing hotel toiletries, losing inhibitions on the dancefloor, and spending guilt-free hours at the all-inclusive buffet. The creative addresses the entire spectrum of UK snackers, from expressive Gen Z consumers coaxed by the rebellious edge of Doritos, to families who see themselves in Walkers’ warm and universally relatable take on holiday antics. By zeroing in on these archetypal vacation personas, the work operates in what Clapboard’s taxonomy classifies as FORMAT#10—Associated User Imagery, reflecting back to audiences the self-expressive, aspirational behaviors they recognize and aspire to while abroad. The promotion’s structure—a simple hourly chance to win an easyJet holiday voucher for those purchasing specially marked packs—bridges category lines, making snack aisles a point of contact with the hope and spontaneity of travel. Supported by humor-driven creative that mirrors the audience’s own inner holiday persona, the campaign sidesteps overt product focus in favor of emotional connection, cultivating brand relevance not just as a snack during consumption moments, but as an enabler of freedom and shared joy at a cultural inflection point. Clapboard rates this 64/100. By harnessing collective nostalgia and gently poking fun at the freeing behaviors of holidaymakers, Only On Holiday demonstrates how brands can reinvigorate established categories by acting as conduits for optimism, escapism, and the spirit of self-reinvention.

Credits

Client

Walkers plus Doritos and easyJet Holidays

Agency

VCCP London

Category Mind Map

48%

The "Only On Holiday" campaign, created by VCCP London for Walkers, Doritos, and easyJet Holidays, leverages the shared cultural experience of holiday behavior quirks to engage UK consumers. The brand proposition centers on celebrating the playful, often humorous changes in behavior that people exhibit exclusively on holiday, positioning the combined brands as companions to these unique moments. By aligning with easyJet Holidays, the campaign extends beyond food and drink to evoke a lifestyle promise—embracing the joy and liberation associated with travel and vacation. The market strategy draws on a robust consumer insight uncovered by PepsiCo research: 91% of Brits report having a distinct "holiday alter-ego" that leads them to adopt habits they would typically avoid at home. This insight informs a creative approach that humanizes and normalizes these behaviors, such as taking hotel toiletries or indulging in all-inclusive buffets, thus fostering emotional resonance. The campaign intentionally targets a broad demographic spectrum by differentiating messaging and tone between the brands—Doritos appeals to Gen Z through self-expressive, adventurous holiday antics, while Walkers connects with families by highlighting light-hearted, universally relatable holiday moments. The use of humor enhances accessibility and shareability, while the integrated multi-brand on-pack promotion incentivizes trial and engagement, reinforcing brand relevance during a time when holiday travel is returning. Overall, the campaign strategically combines behavioral insight, humor, and cross-category collaboration to reignite consumer excitement around holidays, positioning Walkers and Doritos not just as snacks, but as integral to holiday experiences.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. The ‘Only On Holiday’ campaign fits FORMAT#10 because it playfully spotlights the well-recognized quirks and behaviours of British holidaymakers, inviting viewers to see themselves reflected in these scenarios—such as pinching hotel toiletries or indulging in hotel buffets—actions most “only do on holiday.” Rather than focusing on a story arc, direct product demo, or symbolic device, the campaign’s humour and relatability derive from celebrating the shared, self-expressive alter-egos and antics of real people when abroad. This builds aspirational peer association around Walkers, Doritos, and the excitement of travel, engaging a broad audience—especially Gen Z and families—by holding up a mirror to familiar, joyful vacation personas that resonate deeply with their own experiences. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. McVitie’s – Market Positioning McVitie’s stands as a heritage British snacks brand known for its iconic biscuits and snack bars. It leverages nostalgia and trusted quality to appeal broadly across age groups, positioning itself as a comforting, everyday treat with an emphasis on family moments and traditional values. 2. KP Snacks – Market Positioning KP Snacks focuses on savory, crunchy snack options like crisps and nuts, promoting fun and sociability. The brand positions itself around communal, shareable snacking moments and variety, catering to both younger and mature consumers seeking flavorful, convenient snacks. 3. Pringles – Market Positioning Pringles differentiates with a distinctive, stackable crisps format and bold flavor innovations. It highlights fun, on-the-go snacking with a modern, playful brand identity aimed at younger consumers who seek convenience and a premium, consistent crisp experience. 4. Tyrrells – Market Positioning Tyrrells positions itself as a premium, artisanal crisp brand emphasizing natural ingredients and British craftsmanship. It targets more discerning consumers interested in quality, authentic flavors, and sustainable sourcing, distinguishing itself from mass-market snack brands. 5. United Biscuits (Hula Hoops and McCoy’s) – Market Positioning United Biscuits markets its snack brands like Hula Hoops and McCoy’s by focusing on bold, distinctive flavors and a fun, rebellious spirit. It appeals mainly to younger adults and teenagers looking for exciting taste experiences and a more edgy, expressive snack brand personality.

Q: What is Only On Holiday | Walkers & Doritos about? A: Only On Holiday | Walkers & Doritos is a 2022 campaign created by VCCP London for Walkers, Doritos, and easyJet Holidays, targeting the UK food and drink market. The campaign brings together two of PepsiCo’s leading snack brands with a major travel partner to celebrate the return of holiday getaways. Its central creative idea spotlights the humorous and relatable quirks that British holidaymakers exhibit exclusively while abroad, such as pinching hotel toiletries or indulging in all-inclusive buffets. The campaign is anchored by a large-scale on-pack promotion, offering consumers the chance to win easyJet holiday vouchers by purchasing special packs and entering online. Q: What creative device does Only On Holiday | Walkers & Doritos use? A: Only On Holiday | Walkers & Doritos employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative device centers on depicting user profiles and behaviors that the target audience can recognize or aspire to, rather than telling a linear story or focusing on product demonstration. The campaign humorously mirrors the self-expressive alter-egos and antics that Brits adopt on holiday, inviting viewers to see themselves in these playful scenarios and building a sense of shared cultural experience around the brands and the excitement of travel. Q: What is the campaign proposition for Only On Holiday | Walkers & Doritos? A: The strategic proposition of Only On Holiday | Walkers & Doritos is to position Walkers and Doritos as essential companions to the unique, liberating moments people experience exclusively on holiday. By leveraging the insight that 91% of Brits have a distinct holiday alter-ego, the campaign celebrates the playful, sometimes cheeky behaviors that emerge when people travel. The messaging is tailored to resonate with both Gen Z, through Doritos’ adventurous tone, and families, via Walkers’ light-hearted approach. This positions the brands not just as snacks, but as integral to the joyful, self-expressive spirit of holiday getaways in the UK food and drink market. Q: How does Only On Holiday | Walkers & Doritos rank in Clapboard's archive? A: Only On Holiday | Walkers & Doritos holds a Clapboard Campaign Score of 64/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in Walkers plus Doritos and easyJet Holidays's category? A: In the UK snacks category, Walkers and Doritos face competition from several key brands. McVitie’s leverages its heritage status and trusted quality to appeal to families seeking comfort and tradition, while KP Snacks positions itself around sociable, shareable moments with a broad range of savory options. Pringles stands out with its stackable format and bold flavors, targeting younger consumers seeking convenience and fun. Tyrrells appeals to discerning snackers with a focus on premium, artisanal quality and British craftsmanship, and United Biscuits, with brands like Hula Hoops and McCoy’s, emphasizes bold flavors and a rebellious spirit to attract younger adults and teenagers.