Walkers is launching new resealable 175g sharing packs plus an on-pack promotion as part of its UEFA Champions League (UCL) sponsorship.
Available from January 23, with an RRP of £1.50 (175g), the new packs come in the four best-selling core flavours; Ready Salted, Cheese & Onion, Salt & Vinegar and Prawn Cocktail,
The launch coincides with the ‘Snap & Share’ promotion, in which shoppers can win UCL related prizes, ranging from tickets to knock-out stage matches and the final (with accommodation included), PS4 consoles and Pro Evolution Soccer games, as well as official UCL adidas footballs.
Every promotional pack will feature the lower half of a football fan’s face, mouth open in a fun cheering pose. Shoppers simply hold the pack up to their own face, take a selfie and share it via Facebook, Twitter or Instagram using #WalkersUnited for a chance to win.
The ‘Snap & Share’ promotion will run for 12 weeks from 30 January across key SKUs in the Walkers portfolio including Tear ‘n’ Share and grab bags, as well as the new sharing pack range.
The launch of the new re-sealable Sharing Pack will be supported with an eight week television campaign. The on-pack promotion will also be supported with a digital and influencer campaign. In addition, Walkers has also developed POS featuring cheering faces, to grab shoppers’ attention.
John Savage, UK brand manager for Walkers Crisps at PepsiCo, comments: “Currently in the UK, one in five social occasions where snacking takes place don’t include sharing packs. We recognised this as an opportunity to drive incremental sales by introducing larger format bags of the nation’s favourite crisps, perfect for sharing. The re-sealable sticker gives shoppers the option of sharing their crisps or re-sealing them to keep them fresh and saving them for later.”