Golden Wonder invests heavily in a fully flavoured push as Walkers admires brand giant’s sauce
DESPITE increasingly intense competition from a widening variety of snacks potato crisps still hold a major position in the snacks market.
Recent years have seen major developments in premium and artisan crisps. But there’s been no let up in product development and marketing activity on mainstream crisps.
And much of that has been about flavours.
The team behind Golden Wonder said its research has shown that 80% of people are looking for strongly flavoured crisps – the most important factor after the actual flavour itself. However, almost a third of consumers say that crisps today don’t have enough flavour.
Golden Wonder is this year undertaking what the brand owner calls a strategic relaunch of its crisp range.
It includes the upgrading of nine flavours, the introduction of new packaging and a significant marketing campaign across TV, PR and digital activity, especially in Scotland.
The new packs began entering the market last month and the official launch of the new look and of the ad campaign takes place in Edinburgh later this month.
“We are excited by the relaunch and are investing significantly behind the brand with stronger flavours, distinctive new packaging and a heavyweight marketing campaign that includes a new TV advert in Scotland running from October to December, which will be seen by two in three adults,” said marketing director Matthew Smith.
• Giant crisp brand Walkers has teamed up with Heinz to launch six new limited-edition sandwich-inspired crisp flavours, including Cheese Toastie & Worcester Sauce; Bacon & Ketchup; and Cheese, Cucumber & Salad Cream.
An on-pack promotion Go Barmy for a Sarnie gives consumers the chance to win £10,000 each week, as well as themed prizes and free crisps. Promotional packs, which feature sandwich images and the Heinz, HP and Lea & Perrins logos, began hitting stores in the middle of last month and the campaign is designed to run for 11 weeks. Available in 40g singles and multipacks (6 x 25g, 14 x 25g, 24 x 25g), each promotional pack features an instant-win code which consumers enter online to find out if they are a winner.