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.