Walkers celebrates regional favourites in latest flavour campaign

Walkers is celebrating its more unusual flavours this summer, and the regions in which they’re most popular, with a new campaign and exciting on-pack promotion. As the nation’s favourite crisp brand[1], Walkers continues to mark its 70th anniversary by matching six of its flavours with the respective region which sells above the national average*. For the first time ever, the brand will also bring these flavours together in variety multipacks exclusively for the grocery channel. 

The six flavours will undergo a pack design makeover to elevate their regional credentials, as well as carrying an on-pack promotion, giving shoppers the chance to win £5,000 every week[2]. 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 single serve and multi-pack formats, brought together in three new variety multipack options for a limited time only.

Rachel Holms, Senior Marketing Director at PepsiCo, comments: “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.”

Holms continues: “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.

The regional flavours range includes:

  • Smoky Bacon 5g, 50g and 6x25g multi-pack
  • Pickled Onion 5g, 50g and 6x25g multi-pack
  • Worcester Sauce 5g, 50g and 6x25g multi-pack
  • Beef & Onion 5g, 50g and 6x25g multi-pack
  • Tomato Ketchup 5g and 6x25g multi-pack
  • Marmite 5g and 6x25g multi-pack
  • NEW Beef & Onion, Marmite and Smoky Bacon 6x25g multi-pack
  • NEW Worcester Sauce, Tomato Ketchup and Pickled Onion 6x25g multi-pack
  • NEW Beef & Onion, Marmite, Smoky Bacon, Worcester Sauce, Tomato Ketchup and Pickled Onion 12x25g multi-pack

[1] Based on total UK sales data, Walkers were the best-selling crisps brand as recorded by Nielsen (52 week data to 18.11.17).

[2] Applicable for 10 weeks when a consumer tries all flavours in the regionals range

* Nielsen Scantrack Total Coverage and Regional Rate of Sale Data to w/e 10.06.18