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Walkers Baked, Walkers Less Salt, Snack A Jacks, Pop Works and SunBites - brands which make up Walkers’ Better For You snack range - announce the launch of its unexpected new advertising campaign. 

As the official snacks of the 2025 Dry January Challenge, the Better For You range is humorously advertising that all of its snacks are 0.0% alcohol, making them the perfect choice for anyone taking a 31-day break from booze this New Year. 

While many people set resolutions to cut back on drinking, up to 80% of Brits quit their good intentions by the end of February. In this campaign consumers are reminded that they can stick to their new year goals throughout January and beyond, with alcohol-free drinks and snacks too. 

The creative leans into the marketing tropes typically associated with alcohol free beer, and features Danny Dyer, famous for his role as Mick Carter, previous pub landlord of the Queen Vic in Eastenders.

In the video, Danny can be seen to be serving pints of 0.0% crisps to unsuspecting patrons who are going dry, using a beer foam scraper to ensure a crisp finish, and urging viewers to adopt a sense of humour when it comes to how snacks are advertised in January. 

The nationwide campaign will be activated through the line across OOH, digital, print, PR and shopper channels, featuring 0.0% alcohol messaging in a not quite coincidental, but typical, double 0 style reminiscent of beer ads. 

Cynthia Finke, marketing director portfolio brands PepsiCo UK said, “Many people will start the new year off by cutting back on the things they enjoy, making one of the gloomiest months of the year perhaps even gloomier. But of course, our Better For You snack range is 0.0% alcohol making sticking to good intentions a little easier.”