Retailers can boost sales from ongoing campaign, says crisps brand
HOUSEHOLD crisps brand Walkers has brought two finalist flavours from its hugely popular Do Us A Flavour social media campaign to store shelves nationwide to find a winner.
Walkers says the ongoing battle for one flavour to become a permanent part of the range gives retailers the chance to gain incremental sales.
Launched in January as a TikTok-first search for the brand’s next big flavour, the competition invited consumers to submit their dream crisp ideas.
Narrowed down from thousands of entries through social engagement and expert input, including a panel featuring celebrity chef Poppy O’Toole, the six finalist flavours then went head-to-head in a series of challenges through the world’s first crisps gameshow, which has now been viewed more than 90million times on TikTok, YouTube and Instagram.
The two limited-edition finalist flavours, Salt & Pepper Chicken and Grilled Cheese & Chilli Jam, are now competing for the chance to become a permanent part of the Walkers family.
One flavour takes inspiration from a takeaway favourite, golden bites of chicken with Chinese-style salt & pepper heat, while the other combines salty, golden grilled cheese dipped in sweet chilli jam.
Available in 45g singles at RRP £1.10, 70g sharing PMP packs at £1.49 and 6x25g multipacks at RRP £2.15, the non-HFSS finalist flavours are available across the grocery, impulse and wholesale channels, alongside TikTok Shop, from now to 30 November.
The activity is supported by an integrated marketing campaign spanning social, influencer and PR, alongside standout shopper activity including pre-filled FSDU and retailer media, through September and October.
Each pack sold by 30 November will count towards the final result, with the creator of the best-selling flavour also in line to win a share of product sales of up to £500,000.
Wayne Newton, senior marketing director of Walkers Snacks at parent firm PepsiCo, said: “From thousands of ideas shared to just two finalists, our Walkers Do Us A Flavour competition has been an incredible journey. We have been blown away by the response to the search for the next Walkers flavour, and now it is time to bring the action into store.
“With two standout flavours and strong campaign support behind the launch, retailers have a real opportunity to drive trial, create standout in-store engagement and unlock incremental sales as shoppers decide which flavour earns a permanent place in the Walkers range.”
