Walkers 'Choose or Lose' campaign put flavours at risk

  • Print
  • Share
  • Comments (32)
  • Save

Walkers, the number one savoury snacking brand (Nielsen Scantrack 2017), is putting some of its favourite flavours in jeopardy. The brand will offer customers the chance to keep their favourite flavours or risk losing them to a brand new flavour, with a new campaign called, ‘Choose me or Lose me?’

Walkers will be offering consumers the chance to vote between classic and new flavours by purchasing a pack or voting online; this will be between three core flavours and three new flavours with Salt & Vinegar being challenged by Lime & Black Pepper, Prawn Cocktail taking on Paprika and Smoky Bacon versus Bacon & Cheddar, the three new flavours are all best sellers in other countries. The outcome will be determined 80% by single packs bought in store and 20% by the online vote[.

The Walkers core line up is regularly bought by a quarter of the UK population (Kantar Worldpanel, 52 w/e 23/04/17) so the campaign will test the loyalty of existing customers with the classics. The future of key flavours, such as Salt & Vinegar will be placed in customers hands as they decide whether to stay with their favourite flavour or pick the new challenger. 

The flavours chosen for this particular campaign are complementary of one another, with the ‘challenger’ flavours being firm favourites in other countries, such as Lime & Black Pepper from Australia, Paprika from Spain, and Bacon & Cheddar from the USA.

Thomas Barkholt, marketing director at PepsiCo, said: “The campaign is based on strong insights around the importance of snacks to British consumers and the opportunity to have their say. We know our consumers feel passionately about their favourite Walkers flavours and we wanted to give them the opportunity to vote in regards to which flavours will be staying on shelves.

“We know consumers love our flavour campaigns and retailers benefit enormously from the buzz which they generate. We are confident that by bringing back the voting element, this campaign will really capture consumers’ interest, stimulating demand and driving growth in the savoury snacks category.”

Available in 32.5g singles, 32.5g PMPs, 50g Grab Bags and key multi-pack formats (3x6 packs and 1x22 packs), each pack will feature a banner with the caption, ‘Choose me or Lose me?’ The campaign will be supported by television advertising as well as heavy-weight PR, digital and social media activity and support in-store. 

Readers' comments (32)

  • I choose smoky bacon love them , bacon and cheddar are not nice , keep traditional flavours why spoil everything plz

    Unsuitable or offensive? Report this comment

  • Smokey bacon are my favorite flavor quite hard to find recently

    Unsuitable or offensive? Report this comment

  • My favourite is salt and vinegar. I don't like black pepper. Why salt and vinegar why?! Stick to the original flavours!!!!! :)

    Unsuitable or offensive? Report this comment

  • My favourite flavour is salt and vinegar and I don't like black pepper. Stick to the original flavours

    Unsuitable or offensive? Report this comment

  • My favourite flavours are salt and vinegar. I don't like black pepper, stick to the originals!!!!!!!

    Unsuitable or offensive? Report this comment

  • Keep the new one so people like it and put in salt and vinegar vs ready salted

    Unsuitable or offensive? Report this comment

  • I think salt and vinagar crisps are better than lime and black pepper. ??

    Unsuitable or offensive? Report this comment

  • S,v

    Unsuitable or offensive? Report this comment

  • Smokey bacon

    Unsuitable or offensive? Report this comment

  • Smoke bacon

    Unsuitable or offensive? Report this comment

View results 10per page | 20per page | 50per page

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility or email groceremails@wrbm.com

Mandatory
Mandatory
Mandatory
Mandatory

Related images

  • Walkers Choose or Loose
  • Print
  • Share
  • Comments (32)
  • Save
Sign in

Newsletter Sign-up

I wish to receive the following newsletters:

FOLLOW US