Wall’s launch campaign to showcase the ultimate onesie – the Wall’sie

Kerry Foods-owned brand Wall’s is to launch an integrated campaign to promote the Wall’s ultimate breakfast sausage by creating its own exclusive range of onesies – or Wall’sies - specially designed to look like normal clothes.

The campaign, “Weekend breakfast. We’re all over it.” created by Saatchi & Saatchi London, promotes the new recipe Wall’s sausage, which is perfect for a weekend fry-up. Wall’s will change its logo on pack to Wall’sie for the duration of the campaign and on-pack advertising will inform consumers how they can win their very own Wall’sies.

Because a Wall’sie looks just like your everyday outfit, it is the ideal ensemble to take you from bed to local shop to pick up a pack - without anyone knowing you’ve just woken up.

The Wall’sie will be available in nine different designs – The Posho (pastel coloured chinos and a white shirt), The Tradesman (builder’s attire), The Wag (pink crop top and handbag with matching chihuahua), The Hipster (skinny jeans and ironic picture jumper), The Fitness Freak (running gear), The Goth (baggy black trousers, chains, black t-shirt), The Terrace Casual (trendy tracksuit top and jeans), The Golfer (yellow polo-neck, checked trousers and a golfbag), and The Old Folk (pastel coloured cardigan and loose floral dress).

As part of an exclusive media deal with Northern & Shell, a TV spot will run on Channel 5 channels, with 60” VOD and 30” pre-rolls online. The Express and Star will run print advertising, while advertorial content will run in OK! Magazine. Media was negotiated and booked through Vizeum.

All activity will direct consumers to the Wall’s Facebook page, www.facebook.com/wallsfood, where they can enter a weekly competition to win a Wall’sie of their own.

Rob Potts and Andy Jex, creative directors at Saatchi & Saatchi London, said: “This is a big idea that we’re really proud of. It also comes in extra small.”

Michael Moore, Wall’s Marketing Manager at Kerry Foods said: “Our campaign is a light-hearted look at how the Wall’sie could change people’s mornings, allowing cooked breakfast lovers to effectively go down to the shop in their pyjamas whilst inspiring even more shoppers to treat themselves to a cooked breakfast.” 

Sam Hawkey Named CEO of Saatchi & Saatchi London


Sam Hawkey, chief operating officer at Saatchi & Saatchi London, has become the agency’s chief executive. He takes over from Magnus Djaba, who has been CEO of the London office for eight years. Djaba continues in his role as global president and CEO of the creative practice for Publicis Groupe UK. Read the full article in Campaign here.  

The making of the ad: Direct Line 'We're on it'


Go behind the scenes to see how Direct Line and Saatchi & Saatchi London created a campaign featuring three popular characters: RoboCop, Donatello from Teenage Mutant Ninja Turtles and Bumblebee from the Transformers franchise. Watch the video here.  

We Don't Save Lives


“We don't save people's lives”. Chief Strategy Officer, Richard Huntington, reflects on a creative career in times like these. Read the full article here.  

Sam Hawkey On True Tales Of Production


Sam Hawkey, Chief Operating Officer, gives Campaign a behind-the-scenes glimpse into how Saatchi are overcoming lockdown restrictions to make work, plus the production lessons learned along the way.   "Do what you can, where you are, with what you have."  Never has that been truer. But when it comes to production at this moment in time, it can seem like…

Sarah Jenkins Inspires Campaign


Sarah Jenkins Inspires Campaign On International Women's Day, Sarah Jenkins is recognised as an inspirational person the creative industries by Campaign. Read the article here.  

Diverse voices: Sarah Jenkins on getting the golden ticket


Diverse voices: Sarah Jenkins on getting the golden ticket Our industry is growing into something increasingly intelligent, progressive and empowering, but are our hearts really in this? Campaign asked a broad range of adlanders at different career stages to share their personal stories and plot ways forward from their experiences. Read Sarah Jenkins’ article here.