Walkers is teaming up with Heinz to launch six new limited-edition sandwich-inspired crisp flavours.
Flavours in the range are: Toasted Cheese & Worcester Sauce, Sausage & Brown Sauce, Roast Chicken & Mayonnaise, Bacon & Tomato Ketchup, Ham & Mustard and Cheese, and Cucumber & Salad Cream. (rrp 65p per 40g singles, rrp £1.50 per 6 pack, rrp £3 per 14 pack, and rrp £4 per 24 pack).
To highlight the new variants, Walkers’ latest on-pack promotion ‘Go Barmy for a Sarnie’ will give consumers the chance to win £10,000 every week, as well as ‘sarnie’ themed prizes and free crisps. Eye-catching promotional packs, which feature sandwich images and the Heinz, HP and Lea & Perrins logos, will start rolling out from the second week in August and the campaign will be live for 11 weeks.
Available in 40g singles and key multi-pack formats (6 x 25g, 14 x 25g, 24 x 25g), each promotional pack will feature an instant-win code which consumers will need to enter online to reveal whether they are a winner. The campaign will be supported by television advertising as well as heavy-weight PR, digital and social media activity.
Thomas Barkholt, marketing director at PepsiCo, said: “We know consumers love our flavour campaigns and retailers benefit enormously from the buzz which they generate. Last year, ‘Bring it Back’ received over 1.35 million votes and generated over £13 million RSV sales in just 10 weeks. ‘Go Barmy For A Sarnie’ tested extremely well, outperforming key performance measures and rating amongst the most popular Walkers’ promotional initiatives ever.”