Saatchi London One-Ups The Onesie With 'The Walls'ie'

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 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.”