Walkers, Doritos and Wotsits are to launch a major on-pack promotion to celebrate the FIFA World Cup 2026.
Kicking off its partnership as an official sponsor of the tournament, selected promotional packs of Walkers, Doritos and Wotsits will feature a QR code giving shoppers the chance to win instant prizes including FIFA World Cup 2026 merchandise, home viewing bundles and food delivery vouchers, as well as entry into a high-value grand prize draw of 2 x £10,000 (or € equivalent).
Shoppers will also be able to spot football legends including Sir David Beckham, Thierry Henry, and Lionel Messi on pack across Walkers core 150g sharing range, helping to drive further excitement and visibility in-store. All three of those stars will also feature alongside Alexia Putellas and Steve Carrell in Walkers’ “The Greatest Watch Party Ever” TV ad in the run-up to the tournament.
To further celebrate the partnership, a line-up of new, globally inspired flavours is launching across Walkers, Doritos and Wotsits. The range includes three new, limited-edition Walkers flavours: Walkers English Bangers & Mash, Walkers Wavy Spanish Queso and Walkers MAX Portuguese Chorizo & Onion. A new Doritos flavour – Mexican Beef Taco – will also be unveiled, which will remain as a permanent addition to the Doritos range following the tournament. Wotsits Golden Balls will launch a limited-edition, Smokin’ Cheese flavour snack to celebrate the tournament.
The Walkers and Doritos limited edition flavours will launch in a variety of sharing, grab bag and multipack formats, running alongside the FIFA World Cup 2026 on-pack promotion from 11 May to 7 August 2026. The activity will be supported by a 360° No Walkers, No Game marketing campaign.
Portfolio marketing director at Walkers, Rob Pothier, said: “With crisps a classic choice when watching sport, the FIFA World Cup 2026 is a key calendar moment for retailers to drive category growth. The activity across our core range, supported by a standout on-pack activation, aims to support retailers in achieving exactly that.
“What’s more, Walkers’ new limited-edition flavours, which capture the essence of the tournament with their global inspiration, will give shoppers more matchday choice and help retailers tap into football fever this summer. Football is a team game and by including Doritos Mexican Beef Taco and Wotsits Golden Balls, we’re bringing even more excitement to snacks fixtures for retailers, and big football fixtures for fans.”
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