Global music star Mariah Carey is to front Walkers’ festive on-pack promotion and marketing campaign.
The promotion will run across the crisp giant’s core range, offering shoppers the chance to win prizes every hour, These include game consoles, designer headphones, cash and festive socks. Consumers can find out if they have won instantly by visiting www.walkers.co.uk/christmas.
Mariah Carey will be central to Walkers’ new Christmas TV advert, set to air in November, and she will also appear on the front of promotional festive packs (available from 28 October until the end of December).
Commenting on the activation, Wayne Newton, Walkers head of marketing at PepsiCo, said: “The festive season is the biggest sales opportunity of the year, particularly for the savoury snacks category, worth £645m and growing at 6.5% year on year (Nielsen, Salty category, Total UK sales, w/e 05.01.19, Excluding ROI).
“The new on-pack promotion will help retailers cut-through during the largest sales period of the year and will attract shoppers with over 3,500 must-have prizes up for grabs, from a brand they can trust.”
The new Mariah Carey and Walkers campaign also includes nationwide digital and in-store activity running throughout November and December.
The core Walkers line-up includes the following formats and flavours:
- 32.5g singles
- 50g grab bags
- 75g PMPs
- 6 pack (variety)
- 12 pack (variety)
- 175g sharing bags
- 36 box (variety)
- Ready Salted
- Cheese & Onion
- Salt & Vinegar
- Prawn Cocktail