Walkers is celebrating its more unusual flavours and the regions in which they’re most popular, with a new campaign and on-pack promotion.

Walkers has matched six of its flavours with the respective region which sells above the national average. From next week the six flavours will be in redesigned packs to elevate their regional credentials, as well as carrying an on-pack promotion, giving shoppers the chance to win £5,000 every week. Further excitement will also be generated through the accompanying TV campaign that will showcase the eccentric way that consumers display their love for their regional favourite.

Pickled Onion (Scotland), Tomato Ketchup (The North), Smoky Bacon (The Midlands), Worcester Sauce (South East), Marmite (South West) and Beef & Onion (Wales) will be available in a single serve format for the convenience channel.

Rachel Holms, senior marketing director at PepsiCo, said: “We all know that flavours like Cheese & Onion, Salt & Vinegar and Ready Salted are firm favourites with our Walkers’ faithful. What people don’t necessarily know is that flavours such as Marmite and Smoky Bacon have just as much of a loyal following as some of our lead flavours within certain regions of the UK.

“Walkers has continually catered for the quirky and diverse tastes of the public and this has led to the development of some nationally popular, and surprisingly delicious, flavours that have become staples in most households. This campaign gives us the chance to highlight just how diverse our crisps range is and allows people to try flavours that they may not have come across before.”

The activity will be supported by a heavy weight marketing campaign spanning across TV, digital and in-store advertising, commencing in September, and a standout on-pack design to enhance trial of the flavours.